The Mint’s A Part of Our Lives multi-media campaign highlights the historical significance of the Coronation anniversary using archival imagery against a background of fluttering red maple leaves. Drawn largely from old TV news reports and archival stills, it demonstrates the Queen’s role in the lives of Canadians since her Coronation. The maple leaf motif appears in the TV spot, on the Collector Cards, in the Chatelaine ‘advertorial,’ and throughout the web promo.

Despite modest GRPs and budget, the Coronation Coin programme surpassed its objective handsomely, garnering an unaided awareness level of 49% for the Mint among Canadians, who typically gave little thought to the source of their everyday coins. Clearly, the creative positioning “A Part of Our Lives” resonated with Canadians.