TORONTO — Jackson-Triggs has partnered with Canadian R&B artist Emanuel to re-imagine Jimmy Cliff’s Wonderful World, Beautiful People in a new, national commercial. The creative campaign, launched this week, marks the beginning of a movement of change, led by Jackson-Triggs.
The Canadian winery is embarking on a campaign for change to ensure communities that have typically been underrepresented see themselves in wine culture from advertising to social content. This collaboration with Emanuel is a foundational element of this.
“Jackson-Triggs has been a proud supporter of Canadian music and art for more than 20 years, but we know we need to do more to amplify and support the voices of artists and musicians from underrepresented and marginalized communities,” says Andrea Hunt, executive vice-president, Marketing at Arterra Wines Canada. “This is the first of many commitments we are making as we are guided and inspired by artists, friends and partners in diversity, inclusion and belonging.”
Emanuel, a talented Canadian, is passionate about creating emotive music that celebrates Black culture and inspires hope and healing. This fall, Emanuel recorded his version of Cliff’s hit and a behind-the-scenes video was captured, providing a window to the soulful singer’s world.
Ontarians who visit their local Wine Rack can find Spotify codes on their next bottle of Jackson-Triggs that will take them to Emanuel’s EP.
To help amplify even more voices, Jackson-Triggs is making a $10,000 donation to Nia Centre for the Arts, Emanuel’s charity of choice. Nia Centre is currently building Canada’s first professional arts centre dedicated to Black art.
“I’m really proud to be involved with this important initiative from Jackson-Triggs that’s centred on increasing representation for BIPOC artists in Canada. The message of the Jimmy Cliff song I covered for the campaign, Wonderful World, Beautiful People, was simple but powerful: “Take a look at the world and the state that it is in today. I’m sure you’ll agree that we can make it a better way,” says Emanuel. “I’m also honoured that Jackson-Triggs is donating to the organization of my choice. There are so many wonderful charities and organizations doing essential work, but the Nia Centre’s support and dedication to promoting art from across the African Diaspora is really important to me. The fact that they are currently building Canada’s first professional multi-disciplinary Black Arts Centre is a game changer and I wanted to help contribute to that.”
Earlier this month, Jackson-Triggs opened the Artists You Should Know Series exhibit at its Niagara Estate Winery. This year-long art installation showcases the works of BIPOC artists in the Estate’s Great Hall. The first artist is Montreal-based Maia Faddoul. The artwork of Maia, and all featured artists to come, can be purchased at the Estate with all proceeds going to the artists.
