Royal Canadian Mint: Heart of the Arctic
Advertiser/Client Name: Royal Canadian Mint
Agency: Cossette
Category: Consumer Products (CP)
Country Where Program Ran: Canada
Program Start Date: 11/22/13
Program End Date: 02/28/14
Product/Service Overview: Mint introduced new 25-cent coins to commemorate the 100th anniversary of the first Canadian Arctic Expedition. With circulation and numismatic products, the Mint wanted to win over future collectors: to create a nationwide campaign aimed at kids, while keeping in mind that advertising to children is largely frowned upon.
Objective of the campaign
We had to raise awareness of the...