Magazines Canada enlisted the help of a Toronto branding firm to get across its message that Canadian magazines are diverse.

The "visually arresting" newsstand marketing campaign designed by Doug & Serge "features iconic Canadian imagery, from Muskoka chairs to totem poles, pond hockey to literary icon Margaret Atwood."

The mosaic images are composed of "thousands of genuine Canadian magazine covers" that make up larger images of Atwood and other Canadian icons.



"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 of circulation marketing for Magazines Canada.

The campaign features four different ads conveying the message that Canadian magazines are "unique", "diverse", "captivating" and "inviting."

Magazines Canada noted 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.

View the campaign here.