This ad campaign brought to you by The Walrus magazine reminds all of us that Canada truly possesses a diamond in the rough internationally when it comes to current affairs and cultural criticism.
Plus, let’s be real. They really hit it out of the park with their cover piece on Calgary’s new brand. The layout kills. And I have to say, I’ve never seen another feature on this city that manages to capture the way it actually feels to live here.
They’ve got it all: the rabbits, the quite average roadways, the sprawl, the concrete inclines, the angular towers. As you flip through the pages it feels quite like traversing this particular urban space. The images aren’t too dramatic, because hell Calgary sure isn’t.
The articles within the pages are always on point and a deep as the Marianas Trench, but for some reason there’s always one thing about the cover itself that causes me to pass it by. It could be my personal taste, or it could be that I haven’t given the issues a fair shot, but this one really nailed it.
That’s why it was so cool to see this hilarious and rather appropriate ad show up on the C-Train line at the same time that this particular story about the growth of a Western conservative beast is floating around in the Canadian (and Calgarian) consciousness.
And while I’m pretty sure that’s Helvetica on the simple black and white ad, the font they use for the headings themselves is a pretty classy looking serif, you must admit.
I always picture sleek black vehicles pulling into cozy Rosedale mansions where a well tailored individual relaxes in front of a fire flipping through the latest literary embellishments in the pages.
The typography fits.
But yea, please stay as far away as you can from this mag if you just don’t get it. Let’s not waste anybody’s time.