The Brief
To celebrate Canada’s 150th birthday, The Legacy 150 Celebrations Society wanted to put on an event that would showcase the multiculturalism and diversity of Canada.
They hoped to organise a drumming celebration with the highlight being a GUINNESS WORLD RECORDS™ attempt for Most nationalities in a drum circle – including Aboriginal, Chinese, Indian, African, Brazilian, Irish, and other participants from around the world.
Their first attempt in 2017 fell short due to time constraints, but the Society was determined to try again in 2018 and create the ultimate experience for their participants.
The Solution
Collaborating with GUINNESS WORLD RECORDS experts, the record idea was recommended to match the theme of the event.
To recruit drummers, they used various digital and social channels including their website, traditional media, social media, community groups and word of mouth.
The turnout was impressive, due to the combined efforts and passion from the drummers and volunteers. All participants volunteered their time to practice and help look for friends of other nationalities.
On 1 July 2018, 107 drummers representing 61 nationalities joined forces to set a new GUINNESS WORLD RECORDS title for Most nationalities in a drum circle.
By inviting participation from all communities, the event served as a platform to promote intercultural understanding and showcase the cultural diversity of Canada through engaging the public to participate as drummers and spectators. The event created positive brand awareness and gained extensive earned media.
"We are excited that we brought a new GUINNESS WORLD RECORDS™ title to Vancouver, Canada. What is more important though is it shows how multicultural Canada is and how the diverse communities can live together in harmony, something that is getting more and more rare in the world today. As our mission statement goes – celebrating Canada Day through simultaneous nationwide drumming to promote diversity, multicultural harmony, peace and love for a better world."
