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.

We wanted to launch in early November so Canada Goose could beat the holiday clutter and be the first brand out in the winter season.

The campaign was launched with a teaser trailer followed by an event including interactive installations at the Explorers Club in NY with Paul Haggis and Laurie Skreslet, the 1st Canadian to scale Mt. Everest. Movie posters and billboards promoted the interactive film in major cities across North America and Europe. The film was also projected ‘guerrilla style’ in Paris, London, and Edinburgh to give people the opportunity to experience the film outside. We concluded with screenings and interactive installations at the Sundance Film Festival.

“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.

Reach:

• 21 million total video views

• 60 million PR impressions

Engagement:

• Viewers spent over 9.5 minutes in the interactive experience (for a 4 minute film)

Achievement against business targets (awareness and intrigue):

• Increased organic ‘Canada Goose’ search by 543% in North America for those who watched the Out There film

• 100% positive sentiment in all lifestyle, film and trade coverage

• 90% positive sentiment on Canada Goose social channels