“We Fight Sameness”—unconventionally styled as “We FiGHT SaMeNess”—are the first three words etched across the home page of Zulu Alpha Kilo's website.
But the award-winning Canadian agency, which often goes by Z.A.K. for short, does not approach that idea as a mere slogan; it tries to embrace the mantra in all of its assignments, from working with online education platform D2L and industrial designers to develop the “unstandardized” student desk to spearheading Booking.com’s 2023 Super Bowl spot featuring Melissa McCarthy.