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Going For Gold, Royal Canadian Mint Launches Latest Campaign

The Royal Canadian Mint recently launched its new War of 1812 $2 coin, along with a new television commercial that was produced by Cossette to promote it. The first in a series of five commercials, the spot introduces the Royal Canadian Mint’s new integrated communications platform, also developed by Cossette. The goal of this campaign is to reach all Canadians throughout the country in both languages.

“We were won over by the platform proposed by Cossette, who—for the first time ever—used the Royal Canadian Mint’s products themselves as the story’s protagonists. The campaign Cossette has created meets all our needs and can be adapted to a variety of platforms. It’s just what we had in mind,” explained Patrick Hadsipantelis, Vice-President, Marketing and Communications at the Royal Canadian Mint.

For this new spot, the Royal Canadian Mint called upon well-known personalities to provide the voiceover. Christopher Plummer and Susanne Sutchy provide the narration of the English version of the spot, while Patrice Robitaille and Pascale Bussières voiced the French version. We also put the spotlight on the new $2 coin where the familiar polar bear is replaced by an image celebrating the victory of the HMS Shannon over the USS Chesapeake, one of the pivotal moments in the War of 1812.

Antoine Bécotte, Chief Creative Officer at Cossette commented saying, “What we wanted throughout this campaign was to really resonate with Canadians by recounting a defining moment in our history. And we specifically wanted the Mint’s products to tell this story, so that they could take ownership, create a relationship, and as a result, a more personal connection with the public.”

The campaign will roll out over a two-year period, and with the help of a new national bilingual platform, it will be implemented across several types of media: television, radio, web, signage, print and mobile.