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Magazines Canada Brings Canadian Mosaic to Life in New Campaign by doug & serge

Nov 1, 2011

Magazines Canada is celebrating the diversity of Canadian magazines and their unique opinions and interests with a visually arresting new print campaign, designed by doug & serge to promote Genuine Canadian publications. The new campaign, now appearing in Canadian magazines, features iconic Canadian imagery, from Muskoka chairs to totem poles, pond hockey to literary icon Margaret Atwood, in a series of mosaics composed of thousands of Genuine Canadian magazine covers.

"Canada is such a distinctive country and there are so many wonderful Canadian magazines that reflect our own views, values and interests. We challenged the doug & serge team to help us convey that Canadian magazines best reflect Canadians’ interests and perspectives because they are written by, for and about Canadians," said Barbara Bates, Executive Director, Circulation Marketing, Magazines Canada. "They have done a wonderful job of helping us to communicate that Canadian magazines are indeed a unique and relevant reflection of Canadians, and that the industry offers hundreds of titles."

The campaign features four executions: "Canadian magazines are unique," "Canadian magazines are diverse," "Canadian magazines are captivating" and "Canadian magazines are inviting." The campaign will be featured nationally in Canadian magazines and will be further carried to the in-store environment with Genuine Canadian point-of-sale materials.

"Canada is often considered a cultural mosaic, and so what better way to express that than through a stunning visual mosaic that also reminds readers that there are literally hundreds of Canadian magazines," says Doug Robinson, Chief Creative Officer, doug & serge inc. "The images we chose are ones that Canadians in general can embrace."

View the campaign.

Magazines Canada acknowledges the generous support of the Government of Canada through the Canada Periodical Fund (CPF) of the Department of Canadian Heritage, the Ontario Media Development Corporation, the Ontario Arts Council and the Canada Council in Magazines Canada initiatives.

about doug & serge

doug & serge is a mid-sized, independent, Canadian-owned, brand-building communications company that believes 'Great creative builds brands faster'TM.  doug & serge inc.'s client roster includes: Astral Radio, B2B Trust, Branksome Hall, Canada Deposit Insurance Corp., Clover Leaf Seafoods L.P., Dr. Bernstein Diet & Health Clinics, Extreme Brandz, GoodLife Fitness, la prep, Magazines Canada, Mizuno Canada, NewsTalk 1010, NEI Investments L.P., Ontario Honda Dealers Association, Ontario Nurses' Association, Stone Tile International, The Worldwide Short Film Festival, TransCanada Trail, Virgin Radio, West Coast Fishing Club, Whole Foods Market and York University. For more information, visit

For more information, contact:

Barbara Bates
Exexcutive Director, Circulation Marketing
Magazines Canada
416.504.0274 x229

Doug Robinson
Chief Creative Officer
doug & serge inc.
416.203.3470 x100

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