Just Released: A Song Comes to Life
Indigenous voices take centre stage in globe content studio’s “A Song comes to life”
TORONTO (March 27, 2023)
The Globe and Mail is proud to officially introduce A Song Comes to Life, a unique
advertising feature produced by Globe Content Studio with Explore Edmonton and
Indigenous Tourism Alberta.
Cree musician, composer and sound designer Matthew Cardinal visited three Indigenous
tourism destinations in and around Edmonton, drawing inspiration from each location to
write a new song titled three visits, now available to stream or download on all major music platforms: https://linktr.ee/matthewcardinal. A digital article brings the experiences that inspired the track to life, alongside Cardinal's reflections on his experience. The project marks the first-ever article published in Cree Syllabics by The Globe and Mail, translated by Language Keeper Les Skinner, which debuted in Pursuits on Saturday, March 25th. This print execution was made possible in part by support from the Indigenous Tourism Association of Canada.
The piece shines a spotlight on three locations: Whiskeyjack Art House, where Cardinal
explored the Mistatim exhibit and savoured dishes from the in-gallery restaurant Pei Pei Chei Ow; Métis Crossing, a cultural interpretive centre and hotel, where he participated in workshops and reflected on community, land and animals; and River Cree Resort and Casino with Enoch Cree Nation, where he took part in a Traditional Foods and Teachings
experience. The project showcases Indigenous talent, including evocative illustrations by
Bryce Many Fingers/Singer.
In Cardinal’s words: "My hope is when you listen to the song, you feel in community with
the peoples and places that inspired it – so much so that you're moved to see them for
yourself."
Tracy Day, Managing Director of Creative Studio and Ad Innovation at The Globe and Mail
says, "A song comes to life reaffirms The Globe's commitment to fostering open and
collaborative partnerships. This project not only showcases the power of music but also
highlights local Indigenous talent in every aspect of its creation. The combination of visuals and music delivers an emotional and immersive experience that is a work of art. We are truly honoured to have had the opportunity to work alongside such passionate and dedicated
collaborators. I want to offer a special thank you to our Indigenous partners, whose trust and support have been essential to the success of this work."
The partnership between Indigenous Tourism Alberta and Explore Edmonton involved
collaboration at every step of the way. The work reflects and demonstrates a reciprocal
relationship rooted in respect, reconciliation and honesty between Indigenous and non-
Indigenous peoples.
Brenda Holder, Chair of Indigenous Tourism Alberta, emphasized this sentiment: "A Song
Comes to Life is a great example of the success and potential of Indigenous-led
collaborations. By working with Indigenous creators to amplify Indigenous stories, we are
able to better share the true stories of the peoples of this land and show Canadians the amazing Indigenous tourism experiences available in the Edmonton region. We hope this
collaboration will inspire people to book a trip to deepen their understanding, connect with amazing people and have some fun."
While Paul Hawes, Vice President of Destination Development & Marketing at Explore
Edmonton, reflected, "At the heart of our work at Explore Edmonton is the power of
storytelling. To inspire people to experience a place, its culture and its people. The depth and richness of Indigenous communities in our country is profound. Having this opportunity to work in collaboration with such incredible artists to tell their people's story is an honour. It supports the work we are doing to develop a meaningful Indigenous tourism strategy. The work created for this campaign is breathtaking and we're so proud to have played a role."
Head of Content, Initiative, Chris Gairdner, whose team partnered in the development and execution of the program, expressed his excitement about the project, saying, "From its original music and thoughtful narrative to the landmark moment of seeing the work translated and published in Plains Cree Syllabics for the first time in The Globe & Mail's history, we're thrilled to see such a multi-faceted project launch after months of deep collaboration between client, agency and media partner. We hope the work strikes a chord with Canadians and helps bring mainstream attention to Indigenous culture and the incredible Indigenous tourism experiences across the Edmonton region."
Discover the article yourself by visiting https://www.theglobeandmail.com/life/adv/article-a-song-comes-to-life/
About Globe Content Studio
Globe Content Studio is the award-winning content-marketing division of The Globe and
Mail. The team of editors, strategists, designers and analysts blends audience data with
journalistic intuition and experience to craft great storytelling on behalf of brands, positioning
them as thought leaders with influential audiences across multiple platforms.
About The Globe and Mail
The Globe and Mail is Canada's foremost news media company, leading the national
discussion and causing policy change through brave and independent journalism since 1844.
With our award-winning coverage of business, politics and national affairs, The Globe and
Mail newspaper reaches 6 million readers every week in our print or digital formats, with
Report on Business magazine reaching 2.5 million readers in print and digital. Our
investment in innovative data science means that as the world continues to change, so does The Globe. The Globe has won more national newspaper awards than any other news organization in Canada and has been honoured with multiple Michener Awards for public- service journalism. The Globe and Mail is owned by Woodbridge, the investment arm of the Thomson family.
For more information, please contact:
Marcin Zerek
Head of Trade Marketing
The Globe and Mail
437-518-6342
mzerek@globeandmail.com