Who: Charlottetown’s Confederation Centre of the Arts (CCOA) with Fuse Create for creative, strategy and media; Cooper Films for production (directed byJames Cooper) and post-production; and The Faculty for Animation.
What: “Where Canada Connects,” the CCOA’s first national awareness campaign to build brand equity with culturally engaged audiences, ahead of the Centre’s plans to build a new learning institute.
When & Where: The campaign is in market across the Centre’s social media channels, website, print, OOH and OLV.
Why: It’s about building anticipation for a donation campaign to help fund the new learning institute planned for later in the year.
“Confederation Centre of the Arts is a 60-year-old institution that has lost vital connections with the rest of Canada over time. At this point in our history, there are many dividing forces trying to separate us from one another,” CCOA CEO Steve Bellamy told Campaign. “Establishing a national focal point for convening on topics of interest to Canada is needed now more than ever. This campaign is about reaching out to Canadians to remind them about (or introduce them to) Confederation Centre of the Arts and its national role.”
How: The campaign employs a mix of static and animated Venn diagrams, combined with street interviews where Canadians share their opinions on a range of quintessentially Canadian topics. The custom Venn diagram logo illustrates the areas of intersection that the CCOA supports, and that Canadians connect with.
“As the site of Confederation, the Confederation Centre of the Arts was the first place where different provinces found the common ground they needed to form a nation. So it was literally where Canada connected,” Fuse Create copywriter Sam Rudykoff told Campaign. “Today, the idea of connection carries over to the Centre’s mission of being a venue where we can all explore, discuss, and celebrate what it means to be Canadian. From there, it was a natural progression to using Venn diagrams as a vehicle to show the many differences and similarities that make us Canadians.”
The 15-second video spots shows a Venn diagram assembling itself, with one side reading “People who are on Canadian money,” and the other reading “People who *should* be on Canadian money.” Where they meet in the middle, the new CCOA logo emerges and moves over to reveal new text that reads “Where Canada connects on heritage,” and the last word transitions from “heritage,” to “history” to “culture” before a montage of photos from the Centre’s programming takes over the screen.
And we quote: “People are naturally drawn to stories and discussions that shape their understanding of the world, their country, and their place in it. Confederation Centre of the Arts stands at the birthplace of Canada, and serves as a pivotal forum where art, national discourse, and cultural diversity all come together – much like in this campaign.” – Steve Miller, ECD and EVP, Fuse Create
CCOA - Money Spot - 16x9 from FUSE Create on Vimeo.
