To introduce its 100th Anniversary Canadian Arctic Expedition coin series, which commemorates Canada's first Arctic expedition, the Royal Canadian Mint created its Heart of the Arctic campaign. The challenge was to educate and entertain children about coin collecting and history. We therefore teamed with lead agency Cossette Montreal in collaboration with digital production company Jam3 and animation studio Tendril to develop an interactive scavenger hunt that transforms kids into Arctic explorers.

Launch the campaign
Published
March 2014
Topics

The Story

To introduce its 100th Anniversary Canadian Arctic Expedition coin series, which commemorates Canada's first Arctic expedition, the Royal Canadian Mint created its Heart of the Arctic campaign. The challenge was to educate and entertain children about coin collecting and history. We therefore teamed with lead agency Cossette Montreal in collaboration with digital production company Jam3 and animation studio Tendril to develop an interactive scavenger hunt that transforms kids into Arctic explorers.

Heart of the Arctic was built as one 72,000-pixel-wide parallaxing page with countless hotspots and animations, all seamlessly delivered on both desktops and tablets using HTML5. The players encounter fact, fantasy and Inuit mythology as they attempt to restore the balance between night and day and save the Heart of the Arctic by unlocking four magical coins. We promoted the campaign through school programs, print ads, TV spots and the web.

The Technology

  •  

    Web/Apps

    HTML5

    Parallax

The Results

Educators responded with incredible feedback, acknowledging that it’s a great tool for students. We were also recognized as the Favourite Website Awards (FWA) Site of the Day, FWA Site of the Month, FWA Project of the Week and the Awwwards Site of the Day.

35,500

Unique visitors over a two-month period

35

% of users spent ten minutes or more on the site

23

% returned to the experience

Launch Date Dec. 1, 2013