Director Thierry Le Brun sets off across the province of Quebec in his documentary, to learn just what the license plate slogan "Je me souviens" means to Quebecers. Quebec license plates don't sport cutesy tourist slogans like "Canada's Ocean Playground" or "Land of Living Skies." Instead, they draw attention to the past with "Je me souviens" ("I remember"), a motto that cuts to the heart of Quebec history and society.
Le Brun rides a dog sled, goes ice fishing, visits an emu farm, joins the Carifiesta celebrations and even gets pulled over by the cops. Along the way he meets a cast of characters, both famous and unknown, with wildly differing views on the provincial motto. "Je me souviens" becomes a Rorschach ink blot into which Quebecers peer, each with their own interpretation, showing the concerns of the many communities that make up their land.