opinion

A large Canadian flag is passed through a crowd, as thousands streamed into Montreal from all over Canada on Oct. 27, 1995, to join Quebeckers rallying for national unity before the province's sovereignty referendum.

Quebec’s 1995 sovereignty referendum resulted in a virtual tie, but had voters been asked to choose based on campaign posters alone, the “yes“ side would have won in a landslide.

In contrast to the “no” side’s bland branding, sovereigntist strategists came up with what was widely regarded as a wildly seductive marketing campaign that promised a world of new possibilities if Quebeckers voted to separate from Canada.

On most of the “yes” side’s posters, the letter O in “oui” (yes in French) was systematically replaced with an image that evoked a bright future for an

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