Red Urban invents the ‘modern pioneer’ for Drake Hotel’s gift shops

Those Canadian are mining their heritage to some effect these days and agency Red Urban has invented the ‘modern pioneer’ for Toronto Drake Hotel’s three Drake General Stores (clearly a radical take on the hotel gift shop).

Canadians have rather bridled at being depicted as primitives from the cold north in the past (mostly by their American neighbours) but now they seem to be making a virtue of it. And the ‘modern pioneer’ campaign is a nice cool example.

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