Canada Goose: Out There

Credits & Description:

Website: http://outthere.canada-goose.c...
Title: Out There
Agency: Canada Goose, Caa Marketing
Brand: Canada Goose
Country: USA
Advertising Agency: Caa Marketing, Los Angeles
Entrant Company: Caa Marketing, Los Angeles
Media Agency: Caa Marketing, Los Angeles
Pr Agency: Caa Marketing, Los Angeles
Production Company: Spot Welders, Los Angeles
Additional Company: Dinahmoe, Stockholm
Design Agency: Dinahmoe, Stockholm
Composer: J. Ralph (The Rumor Mill)
Director Of Photography: Sean Bobbitt (N/A)
Director: Paul Haggis (Saville Productions)
Synopsis:
Canada Goose has become one of the most popular brands in fashion, all without mass advertising.While the brand’s reach has grown rapidly around the world in recent years, few people actually knew about its heritage. Canada Goose recognized that unless they could communicate this to consumers, the brand risked becoming a passing trend.Canada Goose, built over the last 60 years, exists with one goal in mind: to free people from the elements, so they can get out there in the world and live their best lives. Canada Goose asked us to help them tell their story, in a way that would increase awareness and intrigue and inspire people to explore and embrace their innate desire for adventure.The campaign would need to have global reach, featuring creative out-of-home content, an interactive experience, and signature film. We’d have to maximize each dollar to share this story with the world.
Execution:
As a representation of the Goose brand spirit, we documented the incredible stories of Canada Goose’s most iconic brand ambassadors (Goose People) and undertook some colossal design challenges to keep the story authentic. From three months of extensive research, including phone calls to remote border crossing stations and bitter cold dogsled rides through the Arctic, we crafted a film that reflected the exact moments identified in the narrative where Goose played a pivotal role in survival and redemption. Due to global warming, we chased the snow throughout New Zealand in order to recreate locations from Anchorage, Antarctica, Manitoba, Siberia, Mount Everest and the Canadian Arctic. Since the film spanned a 60 year period, props and wardrobe had to remain utterly loyal to period-specific survival gear and local culture, and our team of wardrobe, prop, set and makeup artists worked with the Goose family to bring every detail to life.
Strategy:
Canada Goose’s core target audience is “young, cultured and wealthy” – affluent, millennials living in urban centers. This group consumes and views luxury differently than previous generations, preferring authenticity and heritage over ostentatious and flashy. It was important for us to communicate what luxury means to Canada Goose: access to new experiences, big ideas, and discovering the unexpected.Because these consumers are also heavy consumers of digital media, we created a multi-platform campaign centered on a compelling, quality piece of content. With a world-class director and storyteller and distribution digitally and in influential film/fashion industry settings, the content would resonate with our audience and reach them where they spend their time. With the short film and interactive experience, we paid homage to Canada Goose’s longstanding relationship with the film industry and unified our most iconic brand ambassadors (Goose People) with customers around the world who embrace the spirit of adventure.
Outcome:
“Out There” reached millions of people around the world, with creative out-of-home activations, digital, print and social content across North America, Europe, Scandinavia and Greenland. The film reached over 21 million total video views and more than 60 million PR impressions. Viewers were highly engaged in the interactive experience at CanadaGoose.com, spending over 9.5 minutes on average, exploring the true stories of the people that inspired the four-minute film.The film sparked curiosity among viewers to learn more about Canada Goose, and viewers Organic ‘Canada Goose’ search increased by 543% in North America for those who watched the “Out There” film. Canada Goose experienced 100% positive sentiment in all lifestyle, film and trade coverage, as well as 90% positive sentiment on Canada Goose social channels.
Campaign Description:
To share Canada Goose’s 60 year-old story with the world, we decided to create a interactive short film about the lives of those who have worn the coat. In collaboration with Oscar winning filmmaker Paul Haggis, the cinematic piece weaved together multiple true stories, each one set against a stunning arctic landscape. With the click of a mouse, the audience could seamlessly go behind each vignette to experience the story told from the person that actually lived it. To make it feel intimate and personal, each story was a combination of personal photographs and their voice describing the exact moment.