Watch This: The lucky loonie (Royal Canadian Mint)

As part of its “Celebrate Team Canada” campaign, The Royal Canadian Mint recently launched a 30-second spot that urges viewers to “celebrate achievement with a 2014 Lucky Loonie.” The loonie has become a sign of support for Canadian athletes. In 2002, a dollar coin was buried at centre ice before the Salt Lake City Winter […]

As part of its “Celebrate Team Canada” campaign, The Royal Canadian Mint recently launched a 30-second spot that urges viewers to “celebrate achievement with a 2014 Lucky Loonie.”

The loonie has become a sign of support for Canadian athletes. In 2002, a dollar coin was buried at centre ice before the Salt Lake City Winter Games; both our men and women’s hockey teams won gold that year. Since 2004, the Mint has made commemorative loonies for the Games as an official supplier of the Canadian team.

Voiced by Greg Westlake, the captain of Canada’s national sledge team for the upcoming 2014 Paralympic Winter Games, the new spot features hands shifting the new commemorative coins around in ways that illustrate Westlake’s narration. (In one shot, for example, the coin is used to form the hand of a clock as Westlake mentions time standing still.)

The campaign also includes French spots featuring Alexandre Bilodeau, Pierre and Alex Harvey and Marc Dorion.

The spots are part of a broader campaign by creative agency Cossette that also includes web banners, social media and a microsite.

The coin, which was released last month, features a loon sitting on a lake with its wings spread, and also includes the Canadian Olympic Team logo and the year 2014. Five million of the coins have gone into circulation.

Brands Articles

Sobeys surprises customers with pop-up restaurant

Grocer aims to prove food from its take-out kitchen and fresh market could be fine dining

Tim Hortons testing single-origin coffee in five markets

New brew will sell at a 15% premium to a regular cup of coffee

Air Canada makes content play with heartwarming video

Airline promotes Air Canada Foundation with six-minute video from former AOR Marketel

Kiip and MasterCard partner on new app

‘Priceless Surprises’ app rewards customers in the moment

How vending machines are moving beyond junk food

New generation machines dispense everything from doughnuts to eggs

Loyalty programs: what’s in it for marketers?

Survey finds that loyalty matters in consumers’ purchasing decisions

McDonald’s to test all-day breakfast in U.S. next month

Move reflective of food chain's ongoing efforts to keep pace with shifting habits

Can Chip Wilson’s family create another retail phenomenon?

Wife and son of Lululemon founder try their hand at luxury clothing with Kit and Ace

The reinvention of Second Cup (Q&A)

Vanda Provato on how the coffee chain is trying to win back customers