Royal Canadian Mint: Resail the Race

The Royal Canadian Mint, a fast-moving consumer goods brand, launched a campaign in Canada to increase brand sentiment on Twitter and increase interest-likelihood and net-new acquisitions amongst new potentials.

Campaign details

Brand: Royal Canadian Mint Brand owner: Royal Canadian Mint Entrant company: McCannIdea creation: McCann Toronto Market: Canada Sector: Government, social policy Media channels: Websites & micrositesBudget: 500k - 1 million

Executive summary

Since 1937, Canada’s 10-cent dimes have been graced by the Bluenose; a little sailboat that has become one of, if not the most recognized sights in Canadian pocket-change culture. By 2021, it was about to celebrate its 100th anniversary of being built. The Royal Canadian Mint was preparing to issue...

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