In honour of Canadian veterans who served their country in the Canadian Armed Forces, HomeEquity Bank, provider of the CHIP Reverse Mortgage, is the proud presenting partner for the fourth consecutive year of the Legion National Foundation Digital Poppy Campaign.

This year the Legion National Foundation and HomeEquity Bank are proud to present the Letters Home campaign – a unique way to help bring Canadians of all ages a poignant reminder of the many wartime sacrifices of Canada’s veterans. The campaign will help connect current homeowners to residents from the past by sending replica letters from Canadian soldiers who fought in the First and Second World Wars to their originally intended addresses across Canada in the weeks leading up to November 11.

These genuine letters – sourced from the Canadian Letters & Images Project at Vancouver Island University, who make the archived letters available to the public – offer a unique and insightful window into the past, while also using today’s QR codes to help drive poppy donations and share a moving and thought-provoking video featuring Canadian veterans speaking about the importance and power of wartime letters.

Created by Zulu Alpha Kilo, the idea was born from the fact that as time since these wars passes, a growing number of young Canadians struggle to make a connection to our history. Now, everyone across the country will be able to forge a connection to the young men and women who served them by participating in Letters Home. “In this digital age, receiving a physical letter (that isn’t a bill) is a special moment,” says Zulu Alpha Kilo ECD Brian Murray. “We felt this was a powerful way to reach Canadians, have them connect with the past in a tangible way, and remind them that these soldiers were real people who lived where we live and dreamed as we dream.” The campaign’s digital map at will allow Canadians to find and read letters sent close to their address, along with a prompt to donate to the Digital Poppy campaign in the name of a soldier who had originally written the letter. “We wanted to give all Canadians a chance to engage with our campaign. Even if a letter wasn’t sent directly to your house, it’s still powerful to read a letter that was sent to your street or neighbourhood. It makes history feel close and relatable.”

Three years ago, Zulu Alpha kilo, conceived the Remembrance Day moment of silence (#PauseToRemember) to video game streaming services like Twitch in a highly successful campaign that saw nearly a million gamers in 114 countries around the world lay down their controllers. Two years ago, for the campaign assembled a group of WWII veterans into world’s oldest eSports team, called Team Legion. That initiative included four 95+ veterans, who joined the world of online gaming, on virtual battlefields, to share their real experiences with gamers from around the world on Remembrance Day. Last year, we assembled ration kits for a campaign called Orders of Sacrifice that included hardtack biscuits, chocolate, tea bags, sardines, 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 while supporting our veterans and their families.


This professional campaign titled 'Letters Home' was published in Canada in November, 2022. It was created for the brands: HomeEquity Bank and The Legion National Foundation, by ad agency: Zulu Alpha Kilo. This Film medium campaign is related to the Public Interest industry and contains 1 media asset. It was submitted over 1 year ago.


Client: HomeEquity Bank
Agency: Zulu Alpha Kilo
Chief Creative Officer: Zak Mroueh
Executive Creative Director: Brian Murray
CD/Art Director: Vic Bath
CD/Copywriter: Dan Cummings
ACD/Art Director: Michael Romaniuk
ACD/Copywriter: Marco Buchar
Design Director: Damian Simev
Designer: Ana-Marija Vlahovic, Jackman Chiu
Agency Producers: Ola Stodulska, Tim Lynch, Sarah Lasch
Account Team: Lauren Boultwood, Samantha Tang
Planning Team: Maxine Thomas
Clients: Yvonne Ziomecki, Vivianne Gauci, Erin Wilson, Niary Toodakian, Jack Wilson, Saad Sharfuddin
Media Agency: OMD & iQuanti
Media Team: Dwayne Mataseje (OMD), Mitchell Cornelisse (OMD), Ishita Aggarwal (iQuanti), Bindiya Jiwani (iQuanti)
PR Agency: Weber Shandwick
PR Team: Jennifer Wasley, Adam Bornstein
Production House: Zulubot
Director: Dan Cummings
Researcher: Chris Greenberg
Production House Producers: Ben Bentivegna, Colleen Allen
Editing Company: Zulubot
Editor: Jessie Posthumus
Online: Zulubot
Colour Grading: Felipe Chaparro
Motion Graphics: Miguel Natividad
Audio Engineer: Dino Cuzzolino
Photographer: Noah Mroueh
Senior Developer: Jake Edwards


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