Screen time

ParticipAction shows how screens take over the way kids play.

Today, Canadian kids spend the equivalent of a full work day in front of some kind of screen, which usually cuts into the leisure time that used to be dedicated to running around and playing outside. As part of its efforts to keep kids active, non-profit ParticipAction has launched a series of ads by Zulu Alpha Kilo that show how screens can, quite literally, take over the kind of playing that helps kids reach the recommended amount of exercise they should be getting every day.


Brand: ParticipAction
Agency: Zulu Alpha Kilo
Chief Creative Officer: Zak Mroueh
Executive Creative Director: Ron Smrczek
Art Director: Grant Cleland
Writer: George Ault
Broadcast Producer: Bette Love Minott
Group Account Director: Kristina Hayes
Account Director: Jessica DeSantis
Strategic Planning Team: Shari Walczak, Emma Brooks
Clients: Rachel Shantz, Rebecca Jones, Katherine Janson
Production Company: Circle Productions
Director: Tom Feiler
Sound Production House: Pirate Toronto
Editor: Paul Skinner
Compositor / Online: Andres Kirejew / Steve McGregor
Special Effects: Andrew Kirejew, Steve McGregor
Media Agency: Cosette Media
Media Team: Jenny Martin