Native Women's Association of Canada - "Change the Bill"

TAXI Toronto

TAXI Toronto Canada

Премии

339

Это объявление является частью "ACT Responsible Collection"

Бренд: Native Women's Association of Canada
Страна: Canada

Рекламодатель: Native Women's Association of Canada

Заголовок	Change the Bill
Агентство	TAXI Toronto
Кампания	Change the Bill
Рекламодатель	Native Women's Association of Canada
Бренд	Native Women's Association of Canada
Дата первой трансляции/Публикации	2023
Бизнес сектор	Институциональные/общественного интереса/некоммерческие организации
История	For over 150 years, Canada has printed its own currency, yet an Indigenous woman has never graced its face. The absence of Indigenous women on our money symbolizes the systemic marginalization they've endured throughout history.As King Charles replaced Queen Elizabeth II on the $20 bill, conversations were sparked about replacing the monarchy with Canadian heroes. Indigenous women were, once again, overlooked. NWAC saw a cultural opportunity to fight for the representation of Indigenous women.We called upon underrepresented Indigenous female artists to redesign the $20 bill, each honoring their personal Indigenous heroine. These reimagined bills formed the foundation of our campaign. A virtual gallery was launched where prints were sold for $20 each, with all sales benefiting the artists. The art was also showcased at Canadian art and design festivals, and its popularity led to a traveling exhibition displayed in museums, schools, and galleries.To expand impact, we used the artwork to launch a national outdoor and print campaign. QR codes at every touchpoint invited all Canadians to partake in this historic initiative. Weeks after our campaign launched, NWAC was contacted by The Mint and the Bank of Canada and are now consulting on forthcoming projects.
Тип медиа	Анализ ситуации
Длина	125 seconds
Главный креативный директор	Graham Lang
Креативный директор группы	Frank Macera
Президент	Emma Toth
Director of Client Services	Tyler Harris
Директор стратегической группы	David Synyard
Копирайтер	Dylan Thompson
Арт-директор	Carlos Veras
Design Lead	Sam Bullis
Дизайнер	Jennifer Yoon
Директор рабочей группы клиента	Samantha Glasbey
Руководитель группы по связям с рекламодателями	Sara Thibeau
Стратег	Liam Norris
Senior Producer	Heather Hyland
Редактор	Alexandra Beals