Royal Canadian Mint begins history promotion
The Royal Canadian Mint has begun a promotion called “A History of Making Change” supporting the release of new coins that mark the anniversaries of two historic Canadian moments. For each coin launch, the mint has recreated these historical moments using photography, visual effects and cinemagraph techniques. The intent is to encourage consumers to take an interest in Canadian history.
The first coins are a series of dimes commemorating the launch of the ship the Bluenose 100 years ago. The two-week campaign will feature a retelling of the ship’s first sailing race via Twitter and Instagram. The mint has also issued a new two-dollar coin commemorating the formulation of insulin by four Canadian scientists 100 years ago. It will be promoted with an online video. The campaign was developed by McCann of Montreal.
“We wanted Canadians to relive the excitement of the race as though it were happening now, retelling the timeless story of Bluenose in the most timely manner,” said Badr El Fekkak, vice-president of strategy at McCann Montreal.