The Royal Canadian Mint Brings Stories to Life for 'Layers of History'

In partnership with McCann Montreal, the Royal Canadian Mint has launched its third and final commemorative coin, closing out its 2024 'Layers of History' campaign, and bringing to life some of Canada’s most cherished stories through art and heritage.

The 'Layers of History' campaign showcases three unique additions to the Royal Canadian Mint’s Commemorative Circulation Program (CCP), each coin depicting an iconic aspect of Canadian heritage. This collaboration with Montreal’s El Toro production house puts the coins at the heart of intricate, animated collages, weaving together vibrant elements that capture the essence of each story

The 2024 CCP series celebrates three Canadian milestones: the literary legacy of L. M. Montgomery, the centennial of the Royal Canadian Air Force, and the rich culture of Inuit Nunangat. Each release stands as a tribute to Canada’s diverse history and heritage.

“Canadian culture and heritage are layered and complex, requiring thoughtful representation to capture its richness,” says Mark Dolynskyj, associate creative director at McCann Montreal. “We wanted each coin to tell its story in a way that reflects its national importance, bringing three unique perspectives to each.”

The first release of the series commemorated L. M. Montgomery, timed to celebrate the 150th anniversary of the author’s birth. Three collages honour her literary achievements, her beloved character Anne of Green Gables, and the Prince Edward Island landscapes that inspired her timeless stories.

The second coin celebrates 100 years of the Royal Canadian Air Force (RCAF), with striking collages that highlight the aircraft, locations, and people integral to the RCAF’s storied past and vision for the future. Incorporating 3D plane models into the animation brings the planes to life, allowing them to soar around the coin and add a dynamic visual flourish to the collage.

Inuit Nunangat, the third and final coin for the year, celebrates the people and cultures of this vast northern territory. With collages featuring Inuit voices and the sounds of local wildlife, the coin brings to life the stories of life, land, and tradition intrinsic to Inuit identity.

“Bringing our country’s heritage to life, from our history to our diverse cultures, is incredibly meaningful to us,” says A.J. Colbourne, director of e-commerce and marketing communications at the Royal Canadian Mint. “We work very closely with our partners to ensure accurate, and impactful representation, and we are honoured to be entrusted to bring these powerful stories to life.”

From a media perspective, our goal was to support the commemorative circulation program’s objective of education. With 'Layers of History' we were able to lean into storytelling as a means to help all people living in Canada gain a better understanding of our shared history, and the varied communities that make up the rich fabric of our culture.

To achieve this, we partnered with key media publishers to develop unique, high impact video placements and extended our reach from traditional to digital touchpoints through connected TV. This allowed us to capture attention while crafting stories that resonate with our core audience in a meaningful way.

The final instalment promoting Inuit Nunangat runs November 7-27, on broadcast, social media and digital placements.