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Life, on Purpose
Indigo came to us with their new brand platform, “Life, on purpose” which aims to inspire Canadians to pursue whatever matters most to them. Moving away from machines telling us what we “should” like towards discovering what we’re actually into for ourselves. Instead of just telling people what that meant, we decided to illustrate the idea through groundbreaking examples. We presented iconic Canadian culture shapers (like Margaret Atwood and Rupi Kaur) and the intentional choices they have made throughout their lives. The result? An illumination of all the wonderful possibilities that arise when we start to live life on our own terms.
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