The Bruce Mau Designs ‘Know Canada’ campaign uses the iconic Canadian flag to re-appraise perceptions of what the True North means to you.
The preconceptions concerning Canada span very little variety, with the cornerstone stereotypes including: all habitants are peace freaks, ride polar bears to school and sip on maple syrup all day, every day. To modernize the mysterious image that comes with being Canadian, Bruce Mau Design and Studio 360 use the red bars of the national flag to frame Canadian inventions, icons and celebrities. You may not know but peanut butter, Pamela Anderson and the walkie talkie are all natives of the land, glorious and free!
This quirky, flexible and impossibly simple idea can be extended to t-shirt design, public statue installation and press-release backdrops to infiltrate all facets of the campaign. Oh Canada, how you are full of surprises.