Browse ads: Automotive- Alcoholic beverages- Clothing- Cosmetics- Entertainment- Food- Travel- Telecommunications- More...
Top 6: July 6th 2022
Interactive

MUSKRAT Magazine: Missing Matoaka

Embed Video
Top 6: July 6th 2022
A powerful new project created by a team of Indigenous creators presents an alternative audio track to a film made about Pocahontas, correcting the stereotypes and historical inaccuracies that perpetuate a romance between an “Indian Princess” and a dashing European explorer. Instead, “Missing Matoaka” tells the much darker true story about one of the first documented missing and murdered First Nations woman. The project was developed for Indigenous arts and culture publication MUSKRAT Magazine by BBDO Canada. The Indigenous team of creators includes Anishinaabe and Haudenosaunee-Cree writers from Chippewas of the Thames and the Michel Band, Poundmaker Cree and Métis voice talent, with a member of Oneida Nation of the Thames overseeing creative development. The project brings to life the real story of Pocahontas (whose original name was Matoaka), doing away with the historical whitewashed storyline about a romance between the British explorer John Smith and a buxom young Indigenous woman. This false narrative was established 10 years after these events by John Smith himself, and the falsehood has been embellished and perpetuated ever since, especially in film. Over 10 films have been made about Pocahontas and all have participated in furthering the stereotype. This depiction continues to shape a false narrative about Indigenous women being more sexually available and “less worthy” than their non-Indigenous counterparts. This has manifested itself into some chilling real-world statistics, including the fact that Indigenous women are 12 times more likely to be murdered or go missing than any other demographic group, 16 times more likely to be slain or to disappear than white women, and the fact that four out of five Indigenous women will experience violence in their lifetime. In its place is an educational—and more accurate—story about the abduction, assault and murder of Indigenous girls and women. It is intended to set the record straight on several harmful misconceptions and stereotypes surrounding the story of Pocahontas/Matoaka.
Credits Other credits

Client

Publisher and Editor-in-Chief: Rebeka Tabobondung

Agency

SVP: Derek Blais

SVP, Integrated Production: Beatrice Bodogh

SVP, Business Director/Brand Reputation: Rebecca Flaman

Senior Project Manager: Fernanda Rodrigues

VP, Digital Production: Jason Dick

Executive Story Editor: Fabio Montanari

Screenwriter: Lauren DeLeary

Screenwriter: Camille Beaudoin

Original music score & sound design created by: TA2 Sound & Music

Director and Composer: Steve Gadsden

Audio Director: Oliver Wickham

Original music licensed through Canyon Records: Northern Cree - Singing Group

Nikamo -Sing! - Album

Singer's Song - Track

Voice Talent:

Matoaka and Matoaka Young Narrator: Quinn Roffey-Antoine

John Smith, Ben, Lon, Thomas, Wiggins, Englishman 1 & 2: Steve Gadsden

Chief Powhatan, Governor Ratcliffe, Kekata, Kocoum, Native American Warrior, Namontack: Derek Blais

Grandmother / Elder: Dorothy Peters

Nakoma: Jocelyne Couture

Gold sponsors

The Best Ad Jobs

Retrieving latest jobs

Visit Campaign Brief for Australian creative
advertising news