2023 Winner

Stereotypes about Indigenous women lead to violence. One of the most harmful stereotypes is the misrepresentation of Pocahontas, as depicted in the animated movie of the same name. To counter the popular narrative, Muskrat Magazine, with BBDO, created “Missing Matoaka,” a project that presented an alternative audio track to be played with the movie. The project also replaced the name “Pocahontas” with “Matoaka,” which she was also known by.

The entire film was rerecorded from an Indigenous perspective: it was written by Indigenous writers, voiced by Indigenous actors, with music composed and performed by Indigenous artists. Screenwriter Lauren DeLeary said: “Matoaka, also known as Pocahontas, was the first documented missing and murdered Indigenous woman.”

Credits

BBDO Canada
Chief Creative Officer: Max Geraldo
SVP, Executive Creative Director: Derek Blais
SVP, Integrated Production: Beatrice Bodogh
SVP, Business Director/Brand Reputation: Rebecca Flaman
Senior Project Manager: Fernanda Rodrigues
Art Director: Olga Netaeva
Copywriter: Hailey Ireland
VP, Digital Production: Jason Dick
Executive Story Editor: Fabio Montanari
Screenwriter: Lauren DeLeary
Screenwriter: Camille Beaudoin

Original music score & sound design created by: TA2 Sound & Music
Director and Composer: Steve Gadsden
Audio Director: Oliver Wickham
Original music licensed through Canyon Records: Northern Cree - Singing Group
Nikamo -Sing! - Album
Singer's Song - Track

Voice Talent:
Matoaka and Matoaka Young Narrator: Quinn Roffey
John Smith, Ben, Lon, Thomas, Wiggins, Englishman 1 & 2: Steve Gadsden
Chief Powhatan, Governor Ratcliffe, Kekata, Kocoum, Native American Warrior, Namontack: Derek Blais
Grandmother / Elder: Dorothy Peters
Nakoma: Jocelyne Couture