To mark Canada’s 150th anniversary, the Royal Canadian Mint has invited Canadians to design the face of the five standard Canadian coins to be in circulation for 2017. In addition to creating their own piece of history, the winning designers could also win a trip to the coins’ unveiling and $2,000.
In Toronto, two special executions on transit shelters anchor the campaign; one shelter in the entertainment district has a three dimensional loon topper, reminiscent of the loon on the Canadian dollar coin. At another site, the toonie’s iconic polar bear sits atop a shelter in front of the Royal Ontario Museum on University Avenue. These sites are supported by standard posters on 40 signature columns and 40 digital TSAs throughout the city. In downtown Montreal, one of Astral’s towering, 18 foot tall Mega Columns is topped with a loon at the intersection of Rue Ste Cathrine and Rue de la Montagne, in addition to regular posters on 40 digital street columns.
The loons and polar bear were carved by local artists and painted in gold. These are tricky executions as weight, wind resistance, security, and safety must be considered when creating three dimensional extensions. Cossette’s Montreal office handled both the media buy and the creative for the campaign. The campaign launched March 11, and runs through mid-April.