ABOUT

Eleven indigenous nations live here in the Quebec province and this campaign was meant for their voices to be heard. From the concept to the sound and music, a collective work with people from all nations was made with the intention to open the dialogue about their realities. It is their voices which lightened the strategy behind the campaign.

Bringing together as many first nations as possible in a single song was a mission that Circonflex had at heart. Throughout the song, the voices of Lydia Etok (Inuit), Kathia Rock (Innu-Naskapi) and Nathalie Picard (Huron-Wendat) can be heard. Kathia and Nathalie have also authorized Circonflex to integrate their traditional percussion recordings from their respective cultures into the song. In addition, two samples of existing songs have been preserved, in which we can hear the voices of Harry Wylde and Norman Kistabish, both Anishnabe. For the first time in the history of advertising, we witness a creative conversation between the 11 First Nations and us. As a result, we have created a sublime musical patchwork, emblematic of representativeness.