Start date: 1 May, 2017
End date: 15 January, 2018
The ADANAC Collection is a curated online exhibition/pop up shop, a showcase of one hundred and fifty objects to celebrate Canada’s 150th Birthday. The best of our creative industries and national brands.
As economies flatten and fuse, connected consumers shopping from anywhere, we see the continued rise of brands ruling the global marketplace. Not all brands are created equally, and the most powerful are tapping national identities to build value, authenticity and emotion. Think of how France drives food trends and supports a fleet of regional brand names like Burgundy and Champagne. Or Italian culture, underpinning a fashion forward culture with Prada, Gucci, and Benetton. A circular conversation where nation and brand blend, driving innovation and consumer desire, presenting products to the global marketplace. This story of place and locational advantage matters, now more than ever before. We are seeing Canadian brands struggle to enjoy the economic benefits of their origin, and I really want to change that.
This is a big idea. We know that people are currently exploring countries through national brands. This project, The ADANAC Collection pairs top designers/artists with Canadian brands/manufacturers to produce limited edition exclusive products and presented as a celebratory event to explore the country by what we make. The aim is to highlight the country’s national brand through its diverse material culture and creative excellence. Unified by national identity, the project will define what ‘Made in Canada’ means, spark a fresh conversation on the global stage, and act as a guide for people to discover Canada and the business and brands that make us unique in 2017.
Our material culture is a significant way to explore and understand the country, and the perfect celebration of Canada’s 150th Anniversary. ADANAC will express a new Canada to the world, a curated collection of one-off and limited editions of our favourite products, presented in pop up events, and an online shop. We will articulate this story with national and global press and a social media push. A major event designed to drive global interest in the country. With decades of experience in the creative community, I feel that this project will create a massive boost to the creative industry and the Canadian self-image.
Ltd editions have the power to create buzz and interest. This is a proven method to generate interest, develop fans, and stimulate excitement and word of mouth/sharing about the country. The project will articulate a contemporary image of Canada and attract a new cultural tourist.
Nature of the Project Reach
The first audience are Canadians – connecting to the objects that define and reflect where they are today. We are bigger than hockey sticks and maple syrup and this project will expand how we see ourselves, encourage innovation and connection for the creative community. This will result in giving Canadians a fresh way to see themselves for the future, building confidence in their country and updating their national self image. This type of event will be global, using international design, business and art channels, already in our network. We will take this collection outward. We want people around the world to see how Canadians live, and presenting this 150 sesquicentennial snapshot to the rest of the world. Our audience breakdown includes: business leaders, creative community (marketers, digital/developers, architects/urban planners, graphic and product designers, makers, artists, students), and government leaders responsible for growth, innovation, and brand. This is a global community that is keen to participate with the project. Remember, the project does not make money directly – but participants are encouraged to use the project to make revenue and increase their visibility.
1. Perception. Articulate and update the global Brand Canada image.
2. Connection. Stimulate product innovation and connect Canadians to design.
3. Revenue. Generate revenue and interest for our participants, creative talent and brands.
Canadian brands, products and objects - if you are in this business, we want to talk to you about joining the collection.