Unearthing 50 Years of JUNO Awards History

Overview

To celebrate the JUNO Awards’ 50th Anniversary, Archival Revival became a cornerstone campaign, shining a light on Canada’s musical legacy. This social content series highlighted iconic moments from 45 years of broadcast footage, reconnecting legacy fans while introducing the JUNO Awards’ rich history to new audiences. My role spanned researching and curating archival clips, organizing footage, and collaborating with a video editor to craft a compelling series. I also led a team to design and execute a social media campaign targeting nostalgic, young, and general music fans.

Challenge

The JUNO Awards have an extraordinary history, yet much of it remained untapped. The archive was vast but disorganized with over 45 years of broadcast footage spread across multiple formats. The challenge was not only to identify key moments from this treasure trove but also to make them resonate with a modern audience. Additionally, the campaign needed to attract a younger, digitally native audience while staying true to the JUNOs’ legacy.

Solution

I spearheaded the archival process, meticulously combing through decades of broadcast footage to uncover pivotal performances, unforgettable speeches, and iconic appearances. This involved organizing and categorizing footage, selecting clips based on cultural relevance, and ensuring licensing and quality were secured for each piece.

To make these moments resonate, I focused on talent with modern-day relevance, such as Canadian icons Catherine O’Hara and Martin Short, whose popularity soared due to Schitt’s Creek and Only Murders in the Building. By targeting fans of these shows and music fans in general, we bridged the gap between historical moments and contemporary audiences.

With my team, I developed a strategic social media campaign that tailored content for different audience segments. This included short, shareable clips optimized for platforms like Instagram and TikTok, designed to appeal to both nostalgic fans and younger audiences exploring Canadian music history for the first time.

Outcome

Archival Revival became one of the JUNO Awards’ most successful social campaigns to date:

• 25M+ Views Across 12 Videos: The series garnered millions of views, sparking conversations across social platforms.
• Unprecedented Engagement: The clips resonated with both legacy fans and younger audiences, bringing new attention to the JUNO Awards’ history.
• Cultural Impact: By showcasing Canada’s music and entertainment legacy, the campaign celebrated not only the JUNOs but also the nation’s broader cultural contributions.