Girl Guides of Canada Turns Campfire Classics into Rock and Roll Empowerment Anthems
Girls have been kept apart for a long time as a result of Covid, missing out on impactful, in-person experiences. Girl Guides of Canada is shaking things up to celebrate how amazing things happen when girls get together. The organisation has taken campfire songs and updated them to celebrate the fire of girls. The 🔥 🔥 🔥 Songs (read as 'Fire Songs') campaign features three new tracks and two music videos. It launched with its first track, reimagining 'Bingo', and an accompanying music video.
'Girls Let’s Go', is a loud and unignorable twist on the familiar 'Bingo', and comes to life in a concert-inspired music video. A total of three songs will be released over the month, addressing important themes to inspire girls, like equality and inclusion, speaking up, and individuality. 🔥 🔥 🔥 Songs star five girls, who both recorded the tracks and performed in the videos.
“Campfire songs have always brought Girl Guides together,” says Jill Zelmanovits, chief executive officer at Girl Guides of Canada. “Turning these well-known songs into girl-power fire songs gives us a special new way to reach out to girls and show them what it feels like to be a Girl Guide. The feeling you get when you connect and belong and are having the kind of fun that so many girls are looking for right now.”
Zulu Alpha Kilo created and led the campaign, developed to celebrate the amazing things that happen when girls get together, and secured Juno-winning director Emma Higgins to direct the hero music videos. "We know when girls have a safe space to gather, they discover so much - about themselves and their potential," says Heather Segal, executive strategy director at Zulu Alpha Kilo. "With almost two years apart we wanted to reignite that energy of discovery and play."
Brian Murray, executive creative director, Zulu Alpha Kilo, says: “We set out to do something unexpected with this campaign. It was important that we created music and videos that are so good, any band would be proud of them. That’s how we brought to life the magic of what happens when girls come together.”
A second music video for 'We Come to Play', (based on 'Down by the Bay') will be released this week, in addition to a new track 'The Girls on the Bus' (based on 'Wheels on the Bus'). Digital extensions like 🔥 🔥 🔥 Songs GIPHYs and posters will also available in the coming weeks, and all tracks will be available on Spotify and YouTube. To learn more, visit girlguides.ca/firesongs.
Music and audio was done by SNDWRx, OMD supported with media, and spPR Inc. executed PR.
Client: Girl Guides of Canada
Agency: Zulu Alpha Kilo
Chief Creative Officer: Zak Mroueh
Executive Creative Director: Brian Murray
Art Director: Sarah Quinto
Writer: Julia Forrester
Designers: Crystal Huang, Dejan Djuric
Account Team: Alexa Macdonald, Kara Oddi, Alyssa Guttman
Executive Strategy Director: Heather Segal
Head of Digital: Sean Bell
Digital Strategist: Shaunagh Farrelly
Producers: Elvira Labate, Tim Lynch, Revital Grunberg
Clients: Jill Zelmanovits, Andrea MacBeth, Heather Palm, Heather Auden, Joy Jochico
Media Agency: OMD
Media Team: Michelle Jairam, Cobi Grein, Natasha Cappelli, Alessia Bolzon
PR Agency: spPR Inc.
Production House: The Field
Director: Emma Higgins
Music House: SNDWRx
Music Director: Didier Tovel
Post-Production Company: Zulubot
Post-Production Producer: Adam Palmer, Sarah Dayus
Editors: Ashlee Mitchell, Jay Baker
Production Artist: Mila Lukezich
Category: Corporate, Social and PSAs , Social
Genre: Music performance