Ad of the Day: Brazilian campaign turns country flags into graphic roadmaps

Australia's flag reimagined for travelers in new Brazilian campaign

Flags of five countries from around the world have been reimagined through graphic representation in a campaign for the Brazilian magazine Viaje Mais' Collection of Continents books.

Devised by by Brazil’s Mestiça Agency, the work comprises five ads that use the flags of several countries as the main element, and the routes and destinations as the creative concept.

The graphic elements of each flag essentially become road maps, creating horizons with routes and destinations, visually translating the concept of the campaign and essentially begging viewers to roam to each country and find out its respective charms. Argentina’s white stripe appears as a road towards its setting sun, while Norway’s blue cross looks like a crossroads to discovery of the Scandinavian country and Australia’s design gives travelers plenty of directional options.

Each piece features a small bit of copy in the top right corner that tells of each country’s destinations and itineraries. Chile’s says: 'The best wine routes and landscapes in Chile', and for Norway: 'The best itineraries to enjoy the daylight until midnight in Norway.'

The designs are elegantly simple, but the representation fits the purpose of the books by Brazilian publishing company, Editora Europa, which launched the special series with travel itineraries of five continents. To spread news of this new collection, the Mestiça Agency developed the print and digital campaign.

“The simple, in most of time, brings to us the biggest and the best results," explained Eduardo Basque, head of art at Mestiça. "There are many ways to express an idea, a concept. However, in this specific case, we inspired at the simplicity of the flags, in their shapes and colors. This simplicity, coupled with a meticulous study of craft and copy, brought this satisfactory result to our client and to magazine public."

See all the designs by clicking the Creative Works box below.

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