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Home / Zulu Alpha Kilo Unveils Follow-Up to its Global Viral sensation ‘Say No to Spec’

Zulu Alpha Kilo Unveils Follow-Up to its Global Viral sensation ‘Say No to Spec’



In 2015, a video called Say No to Spec went viral around the world and sparked a dialogue about ending a requirement for ad agencies to produce unpaid creative work in new business pitches.

Now the agency behind it, Zulu Alpha Kilo, has launched a follow-up.

Called the World’s Worst RFP, the film skewers all the wrong ways to run an agency pitch, from spec creative, the sheer number of agencies invited, to how people behave during presentations. Inspired by post-game media scrums in professional sports, the film opens with the client and winning and losing agency at a press conference before a throng of reporters.

“Today was the final of the biggest pitch of the year,” starts the film. “Six grueling months, 25 shops and four rounds of spec creative later, only two competitors were left standing.” Soundbites from the agencies include: “The client was on her phone the whole time,” “We cave twice as fast as the competition, we do sub-par creative, we kiss a lot of ass” and “We fumbled the clicker handoff during the PowerPoint.”

World’s Worst RFP was unveiled at the Agency of the Year, an annual awards show hosted by strategy, Canada’s largest trade publication for the industry. Zulu was nominated in three categories: Digital, Design and Advertising Agency of the Year. The agency ended up winning overall Gold as Design Agency of the Year and Bronze as Advertising Agency of the Year.

Say No to Spec premiered at the same event in 2015.

“Every year, Strategy invites the agencies shortlisted for Agency of the Year to produce a video to debut at the gala. And so we wanted to entertain, but also use the platform to call attention to how our industry can be better for both clients and agencies,” says Zulu founder and chief creative officer Zak Mroueh. “Hopefully World’s Worst RFP and smarterpitch.com will start a dialogue just like Say No to Spec did.”

Along with the video, the agency has consolidated its observations about the pitch process into a thought-leadership piece at smarterpitch.com. Zulu is inviting clients, agencies, pitch consultants and other industry players to add to the list by using #smarterpitch.

CREDITS:
Agency: Zulu Alpha Kilo
Creative Director: Zak Mroueh
CD/Art Director: Rodger Eyre
CD/Writer: Gerald Kugler
Agency Producer: Bette Minott
Account Team: Violet Karbalaei
Production House: Zulubot
Director: Zak Mroueh
Director of Photography: James Klopkp & Nathaniel Chadwick
Producer: Bette Minott / Christina Hill
Audio Mixer/Boom: Paolo Di Teodoro
Casting Director: Jigsaw: Shasta Lutz
Video Post Facility / Editing Company: Zulubot
Editor: Marissa Bourgougnou
Compositor / Online: Zulubot
Colourist/Transfer: Alter Ego: Connor Fisher
Audio Post Facility/Music House: Zulubot
Engineer: Stephen Stepanic

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Leftchannel Creates Experiential Animation for Sunglass Hut to Support Mickey Mouse’s 90th Birthday Celebration



Luxottica - Rayban x Disney Digital Billboard Times Square from Adstasher on Vimeo.

When the Walt Disney Company made plans to celebrate Mickey Mouse’s 90th birthday around the world, celebration campaign partner Sunglass Hut turned to leftchannel, the Columbus, Ohio-based motion graphics and animation studio, to create the experiential animation befitting such a milestone to be seen on the massive billboard outside their Times Square store. Disney and Sunglass Hut are collaborating on the launch of a new line of Disney-branded Ray-Ban Wayfarer sunglasses during Mickey’s non-agintennial celebration in New York City on Nov. 8, 2018.

Leftchannel created the experiential animation that brings both the product — Ray-Ban sunglasses — and the Disney brand to life. Utilizing the Mickey Mouse graphic adorning the inside of the Wayfarer shades, sketched by Disney Master Artist Jeff Shelly.

According to Scirocco, leftchannel’s animation for the celebration on the massive Times Square billboard will be more complex than the other formats because of the sheer size of its panels, which means it needs to be much more active and dynamic to make the level of noise necessary to achieve the intended impact.

With two major vintage, iconic brands collaborating, another challenge was to design 22 seconds of animation that would meet the expectations of both companies.

“It’s a delicate dance and you’ve got to make it fun and playful but you still have to satisfy two completely different brand voices at the same time,” Scirocco says.

Sixteen years of growing with the technology give leftchannel’s creative team both the intuitive and practical expertise to adapt experiential animation to virtually every application in use, for any project large or small.

“To create successful experiential animation, you have to understand the core of what makes one form of communication work versus another, and once you do you can make the applications work,“ he says. It’s also important to understand the goal of your message. Getting a reaction doesn’t necessarily mean you’re getting the right reaction. Make the message memorable.”

The Disney-Sunglass Hut Mickey Mouse birthday celebration project is a perfect fit for leftchannel, according to Scirocco.

“We’re animators at heart and we love the topic,” he says.

Leftchannel’s Ray-Ban + Disney celebration animation will continue to play at a variety of venues including the web and in stores for through out the holiday season and into 2019.

Disney’s Mickey Mouse birthday celebration coincides with the launch of a three-month, immersive experience called “Mickey: The True Original Exhibition" in Chelsea that will run through Feb. 10, 2019. The exhibition will pay homage to Mickey Mouse’s influence on pop culture and art over the past 90 years. The Disney-branded Ray-Ban Wayfarer sunglasses will be available at Disney theme parks and Sunglass Huts beginning November 8, 2018.


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