Client
L’nuey
Challenge
L’nuey needed to raise understanding of Mi’kmaq Treaty Rights and Indigenous governance in PEI, especially among non-Indigenous Islanders who often did not realize that PEI is fundamentally Mi’kmaq territory. Without that shared understanding, deeper goals around allyship, reconciliation, and support for Mi’kmaq rights would be limited. The campaign also faced tight timelines and disruption from a natural disaster while still needing to perform across the province.
Solution
We developed RE’MIX, a modern, energetic platform rooted in the shared sense of place that unites Islanders. Centering Epekwitk (the Island) as the emotional thread, we balanced clear education on Mi’kmaq history and rights with an inclusive invitation to all Islanders. A cinematic hero film anchored the campaign, supported by shorter video cutdowns, print, digital, and OOH placements across PEI. The RE’MIX device (re’joice, re’connect, re’cover, re’store, re’define) provided a memorable structure for storytelling, visual identity, and copy.
What We Did
Strategy | Creative | Video | Media
