The Ask:

To develop a single-minded, emotionally driven product marketing platform for the Fall/Winter ‘19 season across all product marketing initiatives

Problem:

Consumers view Canada Goose as a basic wardrobe staple when the brand aspires to connect to them on an emotional level. 

Insight:

Canada Goose has built an affinity within the filmmaking community  

Strategic Approach: Live in the Open

Build an emotional connection with the audience by establishing Canada Goose as a storytelling brand to drive brand affinity, relevance and awareness. 

Creative Solution:

Launch “Live in the Open” a campaign platform that tells stories of individuals who live in the open both literally and figuratively. The campaign references the benefits of being outside and spending time in nature, while also acknowledging the emotional benefits of being open and connected to the community. 

Fall/Winter ‘19 featured three individuals: 

Alice Pasquini: An Italian outdoor artist who paints murals. Her work in one struggling Italian village was the spark for a street festival that brought new life to the community.

Jiayi Zhao: A Beijing-born Arctic explorer who has become a sought-after guide for expeditions to the poles.

Jordin Tootoo: The first Inuk Canadian ever to play in the NHL, who now devotes his time talking openly to Indigenous communities about mental health and his individual journey to healing.