Reflective Rations

When one thinks about the sacrifice made by those who have served in the Canadian Armed Forces, it is usually the ultimate sacrifice of life and limb. However, there are myriads of sacrifices big and small experienced by those who bravely enlist. HomeEquity Bank is providing a unique opportunity for Canadians to understand and relate to the hardships faced by the gutsy soldiers who fought in the Second World War by replicating what they put in their guts.

“Orders of Sacrifice” is an accurate recreation of the field rations kits found in military haversacks. Available via DoorDash on 10 November and created by Zulu Alpha Kilo the Orders of Sacrifice field rations kit includes hardtack biscuits, chocolate, tea bags, sardines, canned evaporated canned milk, and canned corn beef. A Second World War historian consulted on each item in the rations kit to ensure its accuracy, giving Canadians an authentic taste of battlefront food from the past. “History remembers their epic battles, but with this year’s campaign, we wanted people to also remember the daily sacrifices our veterans made for us,” said Brian Murray, Executive Creative Director, Zulu Alpha Kilo.

The kit also includes a QR code that directs individuals to an unboxing video featuring commentary from Second World War veterans Marvin Gord, age 100, and Jack Boeki, age 97. Their anecdotes provide further context of the hardships faced by those who fought for a generation who can have food delivered at any hour near instantly.

“It’s important to us to pay homage to the brave men and women who served their country in the Canadian Armed Forces,” said Yvonne Ziomecki, Executive Vice-President, Chief Marketing Officer, HomeEquity Bank. “Once again this year, we strove to bring Remembrance Day into the digital age and the hearts and minds of younger generations by doing something special. The Orders of Sacrifice field rations kits offer a physical connection to our past and provide Canadians with a unique opportunity to reflect on the daily sacrifices made by our soldiers.”

#OrdersOfSacrifice will be available via DoorDash on November 10^th. All proceeds from the rations kits will support the Legion National Foundation. Supplies are limited. Deliveries will be featured in East York, Danforth Village, the Beaches, Riverdale, Distillery District, and other select neighbourhoods in Toronto.

Zulu Alpha Kilo led the creative and strategy, Weber Shandwick led PR, and OMD led the media planning and buying. To support the MyPoppy campaign, please visit MyPoppy.ca, or to join the moment of silence, follow us and Share your experience with #OrdersOfSacrifice. 

About HomeEquity Bank
HomeEquity Bank is a Schedule 1 Canadian Bank offering a range of reverse mortgage solutions, including the flagship CHIP Reverse Mortgage product. The company was founded more than 30 years ago as an annuity-based solution addressing the financial needs of Canadians who wanted to access the equity of their top asset – their home. The Bank is committed to empowering Canadians age 55 plus to live the retirement they deserve, in the home they love. For more information, visit Chip.ca. 

About the Legion National Foundation
The Legion National Foundation is a national organization that is dedicated to enriching the lives of veterans in the Canadian Armed Forces and the Royal Canadian Mounted Police. Through generous gifts from donors and initiatives such as the Digital Poppy, the Foundation supports veterans and their families. Areas of impact include veterans’ health and wellness, scholarships and bursaries for students, and education for children and youth.

Credits
Client: HomeEquity Bank 
Agency: Zulu Alpha Kilo
Chief Creative Officer: Zak Mroueh 
Executive Creative Director: Brian Murray
Art Directors: Vic Bath, Michael Romaniuk
Copywriters: Dan Cummings, Marco Buchar 
Design Director: Dejan Djuric
Designer: Jackman Chiu
Agency Producers: Mitch Cappe, Tim Lynch 
Account Team: David Tremblay, Samantha Tang, Rob Feightner
Clients: Yvonne Ziomecki, Vivianne Gauci, Erin Wilson, Niary Toodakian, Sonia Gill
Media Agencies: OMD
Media Team: Dwayne Mataseje (OMD), Mitchell Cornelisse (OMD), Justin Lee (iQuanti)
PR Agency: Weber Shandwick 
PR Team: Jacklyn Power, Jennifer Wasley
Production House: Zulubot
Directors: Vic Bath, Dan Cummings
Production House Producers: Mitch Cappe, Sarah Dayus
Director of Photography: Kyle Chappell
Editing Company: Zulubot
Editors: Max Lawlor, Mitch Reed
Online: Zulubot
Colour Grading: Felipe Chaparro
Audio Engineer: Dino Cuzzolino
Photographer: Noah Mroueh