The Royal Canadian Mint Launches Equality Dollar with a short film by Cossette | Cossette

The Royal Canadian Mint Launches Equality Dollar with a short film by Cossette


The Royal Canadian Mint Launches Equality Dollar with a short film by Cossette

In commemoration of the 50th anniversary of parliament starting the process of decriminalization of homosexuality in Canada, the Royal Canadian Mint has released a new $1 coin featuring the artwork of Vancouver-based artist and humanitarian Joe Average. Cossette was enlisted to support the launch with a campaign that includes print ads, as well as a 30 second and 15 second version of a film called The Cost, running on TV, Facebook and Instagram.

The film takes inspiration from the bold lines, cheerful colours and cartoon-like forms found in Joe Average paintings to tell a story of the ongoing battle for equality faced by Canada’s LGBTQ2 communities.

“The Mint is proud to share the message of equality through this new commemorative circulation coin,” says Pierre Justino, VP Marketing at the Royal Canadian Mint.  “The design of this coin is a stylized celebration of equality viewed through an LGBTQ2 perspective. The words "EQUALITY" and "ÉGALITÉ" are shown on two curved bands, as well as the double dates "1969" and "2019" to mark 50 years of progress for LGBTQ2 Canadians.” 

The series of amendments passed by Parliament in 1969 was an early but significant legal step in Canada’s ongoing journey to become a more diverse, inclusive, and free place to live.

“There is still so much we need to do to achieve true equality,” says Peter Ignazi, Global Chief Creative Officer at Cossette. “This film celebrates the victories over the last half century and our collective commitment to celebrating love in all of its forms no matter the cost.”

Here is the video


Client:  The Royal Canadian Mint

Agency: Cossette

Name: The Cost

VP, Business Lead: Anabella Mandel

Business Direction: Tyler Harris

Account Executive: Jillian Sypkes

Strategy Director: Fernando Aloise

Art Director: Anton Mwewa

Associate Creative Director: Rachel Abrams

Creative Directors: Jinnean Barnard, Mario Cesareo

Global Chief Creative Officers: Peter Ignazi, Carlos Moreno

Agency Producer: Haley Stefan

Production House: Linetest

Music Agency: Grayson Matthews

Media Agency: Media Experts

About The Royal Canadian Mint

The Royal Canadian Mint is the Crown corporation responsible for the minting and distribution of Canada's circulation coins. An ISO 9001 certified corporation, the Mint is recognized as one of the largest and most versatile mints in the world, offering a wide range of specialized, high quality coinage products and related services on an international scale. For more information on the Mint, its products and services, visit

About Cossette

Cossette is a fully integrated brand experience agency. It’s a community of 700 creative humans who help people and brands connect in meaningful ways.

Cossette was named Agency of the Year in Canada in 2016, 2017 and 2018. It currently has offices in Halifax, Québec City, Montréal, Toronto and Vancouver, and has been making strides to become a major player in the global advertising community. To learn more, please visit


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