Zulu Alpha Kilo is giving Girl Guides Canada a cool 2021 feel and a girl band for girls to idolise. The timing could not be more perfect. Covid has kept girls part for a very long time. The rock music campaign shows how amazing things happen when girls get together.
The campaign has taken campfire songs and updated them to celebrate the “fire” of girls. The 🔥 🔥 🔥 Songs (read as “Fire Songs”) campaign features three new tracks and two music videos. It launched with its first track, reimagining Bingo, and an accompanying music video.
The new version, Girls Let’s Go, is a loud and unignorable twist on the familiar Bingo. Its music video is a pop concert in which the girl band stars. Three songs will be released over the month, addressing inspiring themes, like equality and inclusion, speaking up, and individuality. 🔥 🔥 🔥 Songs’ five girl stars recorded the tracks as well as performing in the videos.
Brian Murray, executive creative director, Zulu Alpha Kilo, noted, “We set out to do something unexpected with this campaign. It was important that we created music and videos that are so good, any band would be proud of them. That’s how we brought to life the magic of what happens when girls come together.”
“Campfire songs have always brought Girl Guides together,” explained Jill Zelmanovits, chief executive officer at Girl Guides of Canada. “Turning these well-known songs into girl-power fire songs gives us a special new way to reach out to girls and show them what it feels like to be a Girl Guide. The feeling you get when you connect and belong and are having the kind of fun that so many girls are looking for right now.”
The music videos were directed by Juno-winning director, Emma Higgins. “We know when girls have a safe space to gather, they discover so much – about themselves and their potential,” stated Heather Segal, executive strategy director at Zulu Alpha Kilo. “After almost two years apart, we wanted to reignite that energy of discovery and play.”
The second music video for We Come to Play, (based on Down by the Bay) will be released this week, with a third track, The Girls on the Bus (based on Wheels on the Bus) following. Digital extensions like 🔥 🔥 🔥 Songs GIPHYs and posters will also be available in the coming weeks, and all tracks will be available on Spotify and YouTube.
Music and audio is by SNDWRx. Media by OMD. PR by spPR Inc.
Credits
Client: Girl Guides of Canada
Client Team: Jill Zelmanovits, Andrea MacBeth, Heather Palm, Heather Auden & Joy Jochico
Agency: Zulu Alpha Kilo
Chief Creative Officer: Zak Mroueh
Executive Creative Director: Brian Murray
Art Director: Sarah Quinto
Writer: Julia Forrester
Designers: Crystal Huang, Dejan Djuric
Account Team: Alexa Macdonald, Kara Oddi & Alyssa Guttman
Executive Strategy Director: Heather Segal
Head of Digital: Sean Bell
Digital Strategist: Shaunagh Farrelly
Producers: Elvira Labate, Tim Lynch & Revital Grunberg
PR Agency: spPR Inc.
Production House: The Field
Director: Emma Higgins
Media: OMD
Music House: SNDWRx
Music Director: Didier Tovel
Post-Production Company: Zulubot
Post-Production Producers: Adam Palmer & Sarah Dayus
Editors: Ashlee Mitchell & Jay Baker
Production Artist: Mila Lukezich
