Royal Canadian Mint came to us wanting to change the way people perceived commemorative coins. Research showed that their trademark line "look for it in your change" had very low (to no) awareness. And the story of why we were commemorating the coins at all – was being lost.
We decided to flip the approach completely, and let Canadians know that they don't find coins. The coins find them. By leaning into that joyous feeling of serendipity, we reinvorgated the category and helped a new generation discover something rare: a piece of our history.
