The Royal Canadian Mint Launches Equality Dollar with a short film by Cossette
5/6/2019
Work
by
Cossette
In commemoration of the 50th anniversary of the 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 LGBTQI2 community.
The limited-edition coin is an expression of pride in Canada’s commitment to human rights and the path to becoming a more inclusive society.
Pierre Justino, VP Marketing at the Royal Canadian Mint
The series of amendments passed in Parliament in 1969 were an early but significant legal step in Canada’s ongoing journey to become a more diverse, inclusive, and free place to live. The Equality Dollar celebrates diversity through the lens of sexual orientation, gender identity, gender expression and sex characteristics.
Decriminalization was an important milestone for the community, but there is still so much we need to do to achieve true equality. Our film celebrates the victories and our collective commitment to celebrating love in all of its forms no matter the cost.
Peter Ignazi, Global Chief Creative Officer at Cossette
Credits
Client
The Royal Canadian Mint
Agency: Cossette
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