CLIENT
Royal Bank of Canada
SERVICES
Consultation
Creative direction
Print collateral
Illustration
Photography
Social media assets
Environmental design
For over 25 years, RBC has been taking steps to build an equitable future with Indigenous Peoples.
From funding philanthropic initiatives to providing opportunities for employment, education, and procurement, RBC’s commitment to Indigenous engagement is rooted in their ethos of fostering inclusivity and empowerment. Their vision for this work extended beyond just corporate responsibility; it aimed to cultivate genuine connections and foster mutual respect between Indigenous communities and broader society.
How we helped
Our team is helping bring RBC’s vision to life. From inception to execution, our approach centres around active listening and ground-up collaboration, and places importance on understanding the diverse perspectives and cultural nuances within Indigenous communities to find the perfect voice to resonate with them all.
History of Lacrosse VR
One of our most innovative projects with RBC is an immersive virtual reality experience that tells the story of Indigenous lacrosse traditions. Rooted in historical exploration and physical engagement, History of Lacrosse entertains and educates participants about the sacred essence of the game and its cultural significance.
It’s so great to see my culture in a new media.
Incorporating augmented and virtual reality (AR/VR) technologies into Indigenous storytelling is a groundbreaking approach that not only authentically conveys Indigenous narratives but also helps to safeguard and revitalize their cultures. History of Lacrosse is a unique experience that conserves Mi’kmaw traditional knowledge and ignites a sense of joy and curiosity in participants.
I love that the game features the history of lacrosse. I didn’t know about the Mi’kma origin story, and I’m sure it’s very educational for the youth, especially [with a medium] like this where it’s interactive and more appealing.
NAIG 2023 attendee
Event engagement
The History of Lacrosse experience debuted at NAIG 2023 in Halifax, Nova Scotia, captivating Indigenous youth and community members. It continued to resonate at a Truth and Reconciliation Day event in Ottawa, Ontario, offering a meaningful avenue for participants to engage with Indigenous culture and fostering connections and understanding.
190
participants engaged at the NAIG 2023
20+
total time spent exploring at the NAIG 2023
50
participants engaged at the 2023 Ottawa Truth and Reconciliation Day
So happy to see younger people engage with our culture.
A Chosen Journey
Another project we’ve worked on is A Chosen Journey, a report and national campaign that celebrates Indigenous knowledge and RBC’s ongoing work towards reconciliation.
It was essential for this project to be Indigenous-led and informed. We looped in and managed some incredible Indigenous creatives, including the writer, models, photographer, and beaders, to design an accessible report following RBC brand guidelines. Reflected in the work are themes such as hope, love, family, tradition, and knowledge sharing, every part infused with authenticity and attention to detail.
Filled with empowering visuals and inspirational narratives, A Chosen Journey received overwhelming praise when it launched, with RBC branches nationwide embracing it as a benchmark in Indigenous representation. RBC is continuing to represent Indigenous Peoples in more authentic ways, highlighting success and great partnerships.
Making a difference
Through our collaborative campaigns with RBC, we’ve made a tangible difference in advancing reconciliation efforts and fostering meaningful connections with Indigenous communities. Our initiatives have transcended mere marketing endeavors; they’ve become catalysts for change, driving true representation and amplifying Indigenous voices in unprecedented ways. Each campaign tells a compelling story of deep respect, and reflects our shared commitment to building bridges and creating a more equitable world for everyone.
