In November last year, Zula Alpha Kilo and Mothers Against Drink Driving (MADD) Canada launched a striking awareness film about impaired driving. The film ran backwards – emphasising the horrible losses that drink driving can cause to many lives.
That was the beginning of the partners’ joint fundraising and awareness campaign to remind Canadians of the consequences of impaired driving.
Now Uber has joined the campaign. And Zula Alpha Kilo has produced another emotionally-charged film about impaired driving. A documentary-style film about a mother, Shelly, who drives for Uber to make sure they get home safely. Shelly lost her daughter in an accident involving impaired driving.
“We felt this powerful message needed a powerful spokesperson. As a mom who’s been affected profoundly by drunk driving, Shelly understands the importance of providing a safe ride home,” explained Zak Mroueh, chief creative officer and founder of Zulu Alpha Kilo.
A recent study by the US Centre for Disease Control ranked Canada the highest for alcohol-related crash deaths among 19 high-income countries.
The PSA is running on national television in Canada, Shelly’s story is being shared on social media by Uber and MADD Canada.
Agency: Zulu Alpha Kilo
Chief Creative Officer: Zak Mroueh
Art Directors: Charline Fauche-Simon & Andrea Romanelli
Copywriters: Angeline Parsons & Jon Taylor
Agency Producers: Jaclyn Garfinkle & Pam Portsmouth
Account Team: Nadine Arsenault
Strategic Planner: Heather Segal
Production Company: Zulubot
Director: Jessica Edwards
Line Producer: Marc Milliard
Director of Photography: Devon Burns
Post production & Editing: Zulubot
Editor: Jay Baker
Compositor & Online: Jay Baker
Colourist & Transfer: Jason Zukoski @ RedLab
Audio Post & Music: Zulubot
Producer: Jolette Samuel
Engineer: Dino Cuzzolino
Clients: Uber Canada & MADD Canada
Client approval: Lindsay Liptok, Erica Edwards & Melanie Boudreau