Canada Goose
‘Live in the Open’
Brand, Campaign and Social Strategy
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, literally and figuratively. The campaign references the benefits of being outside and spending time in nature while 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 sparked 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.
