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

Photo Gallery: Marketing’s Best of the Year

Agencies, clients, media and tech came together to see who would be chosen

Manulife adds Glenn Hollis as Canadian CMO

Exec comes with experience from Tim Hortons and a long agency background

How Molson Canadian regained its cult status

6 steps to reclaiming the brand pride inspired by 'The Rant'

Marketing reveals its ‘Best of the Year’ winners

Have a look at the Marketer, Media Player, Agency and Tech Player of the Year

Marketer of the Year 2015: Shomi

A great brand and a strong product put this SVOD upstart on the map

Nicoderm returns to TV with spaced-out campaign

Tribal DDB campaign harkens back to 'irritable stewardess'

Edelman Trust Barometer tracks sunny Trudeau effect

Trust in institutions and business has improved, but beware the perception gap

Strategic Objectives lands DuBreton’s English account

Organic pork producer launches content series with help from Toronto PR shop

The Knot Group’s NYC office wins Brookfield account

Arts Brookfield's free culture fest expands account across the border