The 100th anniversary of the first Canadian Arctic Expedition was in 2013. To commemorate it, the Royal Canadian Mint introduced new 25-cent circulation coins and products with the goal of winning over future collectors, i.e. kids ages six to 11. The challenge was creating a nationwide campaign aimed at kids, while keeping in mind that advertising to children is largely frowned upon and the laws that regulate it differ province to province.

Kids have an innate desire to explore, and enjoy being the central character of a story. So the Mint created an online adventure, in which kids were the heroes. Launched in November 2013, the Heart of the Arctic game allowed thousands of young explorers to go on their first expedition.

First, a trailer was launched on YouTube, Google and kids' websites. Then it was released in cinemas across Canada during the holidays.

Kids could play the game and discover the Arctic through the website, which they could also access on an iPad. On the site, the explorer's mission was to find the Heart of the Arctic to restore the balance between day and night. Through collecting artefacts and coins, the explorers could progress through the game, in alternating worlds – one educational and diurnal (teaching kids about the fauna, flora and people in the Arctic); the other, nocturnal and imaginary (imparting Arctic legends).

The collector's card was inserted into magazines, handed out through the educational program, and given away at events that were held in major urban centres, during which coins could be exchanged for those of the Arctic expedition. Banners, TV spots (Vrak and YTV) and editorial content in magazines also promoted the game.

The program satisfied the curiosity of tens of thousands of young Canadians about the Arctic. The immersive game also aroused kids' interest in coin collecting.

There were more than 50,000 visits to the website and the trailer garnered more than a million views. A total of 1,055 elementary schools and 2,375 classes agreed to participate in the adventure. Events, during which collector's cards were distributed and coins could be exchanged, managed to reach over 20,000 people in the span of a week.