The Royal Canadian Mint Wraps 2023’s History of Making Change Campaign

Throughout 2023, The Royal Canadian Mint continued to showcase the depth and variety of Canadian history through its 'History of Making Change' campaign, promoting three new additions to their Commemorative Circulation Program (CCP).

With new animated videos focused on the $2 National Indigenous Peoples Day coin, the $1 Elsie MacGill coin, and the $2 Jean Paul Riopelle coin, the Royal Canadian Mint has spent the year celebrating the uniqueness and diversity of Canadian history.

The theme for the campaign crafted in collaboration with McCann Montreal was 'uniqueness,' where each story elaborated on the diversity and barrier-breaking nature of Canada's collective history. Videos utilise the coins as 'portals' into vibrant stories about iconic Canadian moments and figures. Each coin’s topic was given its own animation style honouring its subject and story. The National Indigenous Peoples Day video focused on the three diverse groups that make up Indigenous culture within Canada. The Elsie MacGill video focused on how she broke the gender barrier in Canadian engineering and became the first woman to graduate with a degree in aeronautical engineering. The latest instalment commemorates what would be the 100th birthday of Jean Paul Riopelle and focuses on how his unique approach to traditional artistic conventions allowed him to become a global fixture in the art world. 

“Diversity is one of the true strengths of our country and our history, and being able to celebrate that while highlighting the intricate details of our coins is something we’re very proud of,” says A.J. Colbourne, director e-commerce and marketing communications at The Royal Canadian Mint. 

“It’s important to give these stories the distinct and vibrant treatments they deserve as we remind Canadians of our amazing collective history,” says Mark Dolynskyj, associate creative director at McCann Montreal. Voice overs were provided by Canadians authentically connected to the topics, including First Nations members for NIPD, female STEM students to represent Elsie MacGill, and renowned visual artist Marc Seguin to provide his voice for the Jean Paul Riopelle story. 

The final instalment promoting the Jean Paul Riopelle coin will be running through November 12th on social media and digital placements.