When you first stumble on the idea of using one country’s flag to find flags of other countries, it blows your mind with a ‘Why didn’t I think of that?’.
It first started as a puzzle/online observation, and then ad agencies started using it to connect the idea to specific sectors and brands.
In 2004, the French agency Leg used the idea for its client Eurostar, an international high-speed railway service. The idea was to depict a French flag in the UK flag.
In 2008, Young & Rubicam, Poland used the same idea for its client, Polish Chamber of Tourism (Visit Poland campaign). They used flags of UK and France, and carved out Poland’s flag inside them.
In 2013, DraftFCB Madrid used the same idea for its client, Accem, a Spanish organization promoting social and labor integration for refugees and immigrants. In honor of World Refugee Day (June 20), they produced a set of print ads using flags of countries like USA, UK and Zimbabwe, to create many other country flags within them.
Most recently, in 2015, M&C Saatchi Sweden used the same idea for its client Norwegian Airlines. Inside a Norwegian flag, they carved out 5 more country flags and added the flight price for each country, from Norway!
One idea, many manifestations! Accem’s and Norwegian’s are my favorite interpretations of this idea.