Company of Adventurers, a clothing line developed by Caulfeild Apparel Group and sold exclusively at The Bay, has launched with a campaign designed to inspire Canadians while teaching them about their history.

The clothing line started not with the clothes, but with an idea between Brett Channer, CCO of newly launched agency Red Lion who handled the creative on the campaign, and Company of Adventurers president Mike Purkis, to talk about Canada’s history through apparel, Channer tells MiC.

The tagline for the campaign, with media handled by ZenithOptimedia, is “North of Where you Are” which refers to Canada’s geographical location, as well as a mindset of going to a higher place.

Media for the “intimate” launch campaign includes streetcar wraps in Toronto as well as resto ads, says Channer.

“The ads in the launch campaign are talking about the dream-like fantasy of where the brand can take you,” he says. “As we move forward into winter we will be doing experiential stunts, like putting Mike in a jacket and dropping him into the middle of the Arctic and posting the content to our website,” he says.