Using the product as an emotional canvas
The Royal Canadian Mint introduced a special edition coin to commemorate the 75th anniversary of D-Day. They needed a way to tell the story of the tragic event while creating awareness for the coin.
Our insight was that when we lose World War 2 veterans, we also risk losing the significance of what they fought for. We used authentic archival wartime audio and the detailed coin art to bring viewers back to the shores of Juno Beach on June 6, 1944, and to illustrate why the sacrifices of our veterans are so important to remember.