Boom InterTribal, an Indigenous-owned marketing and communications agency, is launching a digital campaign to strengthen Indigenous voices in Canadian marketing and promote its services.

The “Rent-A-Feather” campaign educates on the importance of finding the right way to work towards reconciliation, and emphasizes on the need to involve Indigenous marketers in companies to create a lasting change.

The creativity of the campaign revolves around a fictitious Indigenous company that rents stereotypical items such as dancers and totem poles. The ads feature a shopping cart where businesses can instantly add the items to their corporate events and DEI strategies. All the spots are also directed to a fictitious website, which invites companies to interact with Indigenous partners and communities.

The agency is launching the campaign on LinkedIn. Media buying and creative has been done by its in-house teams. It will run throughout this month and September.

“True Reconciliation is not about checking a box to answer CTA #92; it’s about understanding the truth,” said Alana Lees, managing partner and chief strategy officer at Boom InterTribal. “With ‘Rent-A-Feather,’ we aim to challenge the status quo and inspire executive leaders and decision makers to pause and reflect on whether they’re equipped with the right insights, strategies and resources to inspire meaningful action.”

Lees tells Media in Canada that the campaign was launched intentionally after Indigenous History month and after Canada Day to make a point that the dialogue must continue beyond these event-driven dates.

According to Lees, the initiative aligns with the agency’s approach, which is rooted in the belief that it is essential to empower Indigenous voices through media and marketing. Lees adds that this commitment to support Indigenous communities is not a short-term endeavor; it’s embedded in their core values.

“We firmly believe that our mission is not just about business success but about creating opportunities, fostering understanding, and strengthening Indigenous voices in marketing and beyond, for today and for the next generations,” Lees says. “We do things a little differently and there is importance behind that. Understanding cultural relevance is the key to engaging your Indigenous partners and audiences, and we happen to have that secret sauce.”

The agency works with corporations in North America, spearheading Indigenous-led marketing strategies and creative solutions.