Solution:

We partnered with ITA and EE to create the "A Song Comes to Life" campaign, leveraging unique approaches to engaging Indigenous storytelling. We partnered with a Cree musician who visited three local tourism experiences, then crafted an original song inspired by his experiences. We told the story of that making in a long-form article hosted on theglobeandmail.com, complemented by custom photography, an animated illustration and of course the music itself, which could be played right on the page, or streamed through Spotify or Apple Music. We used social media and other channels to drive traffic to the article, engaging users both on and off the page. Then, we adapted the experience for print, first publishing the piece entirely in Plains Cree syllabics - a first for The Globe and Mail - then running the English version on the subsequent page, with a QR code linking to the song.