Million Dollar Fingers

Agency: Zulu Alpha Kilo


Professional gamers should be treated like professional athletes. That's what Bell believed when they first established their partnership with Toronto Ultra, Canada’s only professional Call of Duty esports team back in 2019, and continues to believe today.

Many of the world’s top athletes have insured their most prized body parts, including star baseball pitchers insuring their arms and soccer players insuring their legs. With Bell’s Million Dollar Fingers campaign, they are demonstrating the same belief esports fans have in the next generation of athletes by insuring the fingers of each Toronto Ultra team member for up to $1,000,000. This is a first for Bell, and for professional esport athletes in Canada.

As Canada’s best gaming Internet provider for the second straight year[1], Bell continues to deliver a premium gaming experience for Toronto Ultra through its fibre Internet technology, which has been critical as the team trains for the Call of Duty Major V Tournament coming up May 25-28 in Toronto. It’s here team members, including Jamie “Insight” Craven, Tobias “CleanX” Jønsson, Thomas “Scrap” Ernst, Charlie “Hicksy” Hicks will showcase for the first time in person, their newly insured fingers.

This professional campaign titled 'Million Dollar Fingers' was published in Canada in May, 2023. It was created for the brand: Bell, by ad agency: Zulu Alpha Kilo. This Integrated medium campaign is related to the Gaming and Insurance industries and contains 1 media asset. It was submitted 5 months ago.


Client: Bell
Agency: Zulu Alpha Kilo
Creative Chairman: Zak Mroueh
Executive Creative Director: Wain Choi
Creative Director: Kevin Sato, Jenny Luong, Nick Asik
Associate Creative Directors: Michael Romaniuk, Marco Buchar
Art Director: Michael Romaniuk
Copywriter: Marco Buchar
Clients: Devorah Lithwick, David Kennedy, Colin Wong, Joshua Badejo
Account Team: Jessica Hill, Jaya Rizzi, Sabrina Zavarise, Ela Profka
PR Team: Bell
PR Team: Overactive Media (Patrick Bourrie)
Producer: Andrew Sekine, Ola Stodulska
Production House: Zulubot
Director: Christopher Basalo-Gonzalez
Executive Producer: Adam Palmer
Line Producer: Colleen Allen
Post-Production Company: Zulubot
Producer: Siddhi Patel, Sarah Dayus, Katie Oliver
Editor: Micah Rix-Hayes, Can Yuksel, Erin Brazeau, Marissa Bergougnou
Studio Production: Mila Lukezich
Online: Bell Brand Production Unit (Kevin Francisco, Lawrie Badger, Adam Fair)


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