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Native Women's
Association of Canada
"Change The Bill"
VML
Association of Canada
"Change The Bill"
VML
When the debate about who would replace Queen Elizabeth on the Canadian $20 bill became a trending topic, the Native Women’s Association of Canada (NWAC) seized the moment to give long-marginalized Indigenous women a chance for positive representation and be part of the process of reconciliation.
With “Change the Bill,” by VML, NWAC asked underrepresented female Indigenous artists to reimagine the $20 bill with their female Indigenous heroes. The artwork was showcased in a virtual gallery and at leading art and design festivals, with proceeds from the print sales going directly to the artists. A national outdoor and print campaign included a QR code for the public to lobby their MPs and the collection is a travelling exhibition, reaching schools, museums (including the AGO) and galleries. With widespread attention, the Royal Canadian Mint and Bank of Canada considered Indigenous perspectives for upcoming currency designs and Pitseolak Ashoona, an Indigenous female artist, is now a finalist for the next $5 bill.
With “Change the Bill,” by VML, NWAC asked underrepresented female Indigenous artists to reimagine the $20 bill with their female Indigenous heroes. The artwork was showcased in a virtual gallery and at leading art and design festivals, with proceeds from the print sales going directly to the artists. A national outdoor and print campaign included a QR code for the public to lobby their MPs and the collection is a travelling exhibition, reaching schools, museums (including the AGO) and galleries. With widespread attention, the Royal Canadian Mint and Bank of Canada considered Indigenous perspectives for upcoming currency designs and Pitseolak Ashoona, an Indigenous female artist, is now a finalist for the next $5 bill.
Credits
Alexandra Beals, ArtistMando Littlechild, Artist
Anna Heffernan, Artist
Jennifer Faria, Artist
Tracey Metallic, Artist
Adrienne Assinewai, Artist
Annette Sullivan, Artist
Claire Shannon-Akiwenzie, Artist
Laura Deiter, Artist
Jasmine Chowace (Caffyn), Artist
Pam Cailloux, Artist
Graham Lang, Chief Creative Officer, TAXI/VML
Frank Macera, Executive Creative Director, TAXI/VML
Dylan Thompson, Sr Copywriter, TAXI/VML
Carlos Veras, Sr Art Director, TAXI/VML
Sam Bullis, Design Lead, TAXI/VML
Jennifer Yoon, Senior Designer, TAXI/VML
Emma Toth, President, TAXI/VML
Tyler Harris, Managing Director, TAXI/VML
Samantha Glasbey, Account Director, TAXI/VML
Sara Thibeau, Account Supervisor, TAXI/VML
David Synyard, Strategy Director, TAXI/VML
Liam Norris, Senior Strategist, TAXI/VML
Heather Hyland, Senior Producer, TAXI/VML
Henry Eugenio, Integrated Studio Team Lead, TAXI/VML
Alexandra Beals, Video Editor, TAXI/VML
Andrew O’Driscoll, Digital Illustrator and Retoucher, TAXI/VML
Dave Kinsella, Production Designer, TAXI/VML
Maxime Boivin, Integrated Studio Director, TAXI/VML
Chloee Desjardins, French Proofreader and Translator, TAXI/VML
Aaron Nilsen, PR and Communications Lead, TAXI/VML
Lynne Groulx, CEO, Native Women's Association of Canada
Irene Goodwin, Director, Evidence in Action
Joan Weinman, Chief Communications Strategist,
Native Women's Association of Canada
Nada Al Rifai, Director of Communications, Native Women's Association of Canada