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

Watch This: John Lewis dances into our hearts

British retailer's charming new ad gets a musical assist from Elton John

Telus showcases unlikely pairings in new Optik campaign

New 'You call the shots' campaign underscores the service's flexibility

Kraft Heinz Company names Canadian president

Kraft Canada president Tim Berman to retire

General Mills sets ambitious goal for greenhouse gas cuts

Food maker to invest more than $100 million in energy efficiency and clean energy

It’s been a Slyce for Toronto start-up

Mobile search company expands relationship with leading U.S. retailer

Watch This: Tim Hortons takes Dark Roast on the road

Tims gives consumers across the country the chance to try the #TimsDarkExperiment

On The Move: Changes at Top Drawer, Publicis, GMR

A weekly recap of who's headed where in Canadian marketing and communications

Sobeys makes first foray into South Asian grocery stores

Chalo FreshCo features assortment of rice, spices, lentils, snacks and produce