We launched a book about Canadian counter-culture during Canadiana’s most commoditized time in history — our 150th birthday.
What we did
Glorious and Free isn’t your typical Canadiana book. It’s not about mounties and maple syrup; it’s a showcase of what it means to be a modern Canadian.
It was also a book with a problem: A minuscule budget, a cluttered category, and a launch during Canada’s 150th birthday— the most competitive moment for Canadiana in history.
Rather than launch yet another Canadiana book into a commoditized category, we launched the belief behind it.
The belief that Canadians aren’t timid, predictable, conservative, or homogenous – but diverse, creative, leading pioneers in the modern world. We championed the modern Canadian and created a brand that put the new national identity front and centre.
Every part of the Glorious & Free brand launch brought these beliefs to life. Every piece questioned our traditions, challenged our stereotypes, and declared that we are so much more than our past.
We created a print campaign questioned the true icons of Canada. The website explored the incredible array of game-changing Canadians featured in the book. And a brand video challenged the very meaning of the Canadian Oath of Citizenship and the provocative, political, and personal expressions of what it means to defend our country.
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The introduction of the Glorious & Free book and brand has created a new chapter in Canadian history. We created a platform for all Canadians to stand on and a place to showcase the lives who truly live glorious and free.