# Northern Nation Rebranding Bruce MAU Designs Decides Canada Needs a Makeover By Vivian Lau | Published 2012-07-13 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/bruce-may-design-know-canada References: [designedgecanada](http://www.designedgecanada.com/news/2012/20120711865.shtml) & [brucemaudesign](http://www.brucemaudesign.com/4817/618942/work/redesigning-canada-for-the-21st-century) 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](https://www.trendhunter.com/trends/collection-studio) use the red bars of the [national flag](https://www.trendhunter.com/trends/canadien-ocean) to frame [Canadian inventions, icons and celebrities](https://www.trendhunter.com/trends/the-hacksmith). 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. ## Trend Insights (Trend Hunter) - Score: 6.5/10 - Popularity: 90% | Activity: 98% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What's Driving This Trend - **Rebranding Nation Identity:** Disruptive innovation opportunity: Leveraging national symbols to challenge and redefine national identity. - **Modernization of Stereotypes:** Disruptive innovation opportunity: Reimagining stereotypes through creative and unconventional campaigns. - **Celebrating Native Innovations:** Disruptive innovation opportunity: Showcasing and promoting native inventions, icons, and celebrities for national pride and economic growth. ### Who This Affects Most - **Design and Advertising:** Disruptive innovation opportunity: Using innovative design strategies to rebrand national identities. - **Creative Merchandise:** Disruptive innovation opportunity: Developing unique t-shirt designs that challenge traditional national stereotypes. - **Tourism and Cultural Promotion:** Disruptive innovation opportunity: Capitalizing on national heritage to attract tourists and boost local economies. ## Related on Trend Hunter - [Specialized Canadian Jars](https://www.trendhunter.com/trends/savor-the-beauty-of-canada.md) - [Canadian-Made CPG Brand Campaigns](https://www.trendhunter.com/trends/made-by-canadians-for-canadians.md) - [Canada-Inspired Ice Creams](https://www.trendhunter.com/trends/nuii-peanut-butter-canadian-maple-syrup.md) - [Miniature Billboard Ads](https://www.trendhunter.com/trends/mini-media.md) - [Celebrative Canadian Lager Initiatives](https://www.trendhunter.com/trends/presidential-pack.md) - [Illustrated Patriotic Product Lineups](https://www.trendhunter.com/trends/limitededition-drinkware.md) - [Iconic Canadian Brand Collabs](https://www.trendhunter.com/trends/molson-and-roots.md) - [Brand-Backed Sculptural Installations](https://www.trendhunter.com/trends/briony-douglas.md) - [Canadian Fan-Based Campaigns](https://www.trendhunter.com/trends/performance-enhancing-canadians.md)