Mint begins Oscar Peterson campaign
By Adnews Staff
The Royal Canadian Mint has begun a marketing campaign in support of its new one-dollar coin commemorating jazz pianist Oscar Peterson. The national campaign, developed by McCann Montreal, includes a 30-second animated television commercial depicting Peterson’s life. The creative make use of a purple colour scheme, known to be the musician’s favourite colour. Two thirds of the three million coins minted will also feature a purple accent. The campaign will run until Sept. 25. Media work is being conducted by Media Experts.
“We knew that Oscar’s legacy was vibrant and electrifying,” said Dave Roberts, executive creative director at McCann Montreal. “From a design perspective, we were passionate about trying to bring that energy visually in a modern way. Also, Oscar’s personal story is very rich and so we gave homage to many of his life’s important moments with visual cues hidden within the spot.”