Canadian internet provider, Bell, believes that professional gamers should be treated like professional athletes. It has believed this since it established its partnership with Toronto Ultra, Canada’s only professional Call of Duty esports team in 2019. It continues to believe it today. 

Many of the world’s top athletes have insured their most prized body parts. Star baseball pitchers have insured their arms, soccer players their legs. Bell has insured the fingers of Toronto Ultra. For US$1 million in a very different, very distinctive sponsorship campaign by Zulu Alpha Kilo.

The campaign, Million Dollar Fingers, demonstrates the same belief that esports fans have in the next generation of athletes. It also underlines Bell’s position as Canada’s best gaming Internet provider for the second straight year, and its support for the team, especially as it trains for the Call of Duty Major V Tournament, May 25-28 in Toronto. At this tournament, members, including Jamie “Insight” Craven, Tobias “CleanX” Jønsson, Thomas “Scrap” Ernst, Charlie “Hicksy” Hicks will show for the first time in person, their newly insured fingers.

“We got creative with our approach for this campaign given the less traditional nature of the competition,” commented Zak Mroueh, founder & creative chairman at Zulu Alpha Kilo. “We wanted to push the boundaries of what sponsorships can look like for brands.”

 “We wanted to show everyone just how committed we are to the team, while also having some fun and shining a spotlight on the stars of Toronto Ultra,” explained David Kennedy, VP, brand and sponsorship, Bell. “Our Million Dollar Fingers campaign achieves both and has already got the gaming community talking.”

Launched mid-May, Zulu Alpha Kilo developed the digital video and social campaign with production by Zulubot. PR efforts are being led by Bell and Overactive Media.

Credits
Client: Bell
Client Team: Devorah Lithwick, David Kennedy, Colin Wong, Joshua Badejo 

Agency: Zulu Alpha Kilo
Creative Chairman: Zak Mroueh
Executive Creative Director: Wain Choi
Creative Directors: Kevin Sato, Jenny Luong, Nick Asik
Associate Creative Directors: Michael Romaniuk, Marco Buchar
Art Director: Michael Romaniuk
Copywriter: Marco Buchar
Account Team: Jessica Hill, Jaya Rizzi, Sabrina Zavarise, Ela Profka

PR Team: Bell PR 
Team: Overactive Media (Patrick Bourrie)
Producers: Andrew Sekine, Ola Stodulska

Production House: Zulubot 
Director: Christopher Basalo-Gonzalez
Executive Producer: Adam Palmer
Line Producer: Colleen Allen

Post-Production Company: Zulubot
Producers: Siddhi Patel, Sarah Dayus, Katie Oliver
Editors: Micah Rix-Hayes, Can Yuksel, Erin Brazeau, Marissa Bergougnou
Studio Production: Mila Lukezich
Online: Bell Brand Production Unit (Kevin Francisco, Lawrie Badger, Adam Fair)