The use of national elements in communication often presents a challenge of a message being dismissed or overlooked as ’ordinary'. On Independence day in autumn of 2022 with the world piece and integrity at risk the topic of ones personal freedom seemed crucial to touch upon.

The flags from personal and historical archives preserved over the years of occupation, exile and captivity were combined with lines of late poet Knuts Skujenieks who talks about maintaining the inner strength regardless of the circumstance.

In a campaign earlier that year, we had already discussed the freedom of one's country. However, for a solid path forward, internal and personal freedom are of great importance. The visuals were used together and apart all around the city in various formats, from an easily readable ones to large scale.

Egons Garklāvs sharing a personal story of the flag that has been in the family for many years.

The ’so seen’ element of national pride was rediscovered once again through private stories and presented the new meaning of freedom on a national and individual level.

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