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Sid Lee partnered with the Toronto Raptors to unite people around a mindset and pride of place. We The North didn't turn out to be a campaign, but an example of how an identity-shaping truth sparked a brand crusade.

 

Graphic Design
Typography

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ECD: Dave Roberts
Creative Directors: Jeffrey Da Silva, Tom Koukodimos
Art Director: Andrew MacPhee
Copywriters: Jeremiah McNama, Austen Morrow
Designers: Alex Boland, Anna Sera Garcia, Flavio Carvalho, Oleg Portnoy