Before 2015, Canada Goose had become one of the most popular brands in fashion but had done it all without mass advertising. Canada Goose was famous for their best-in-class, Arctic-tested jackets, which have become so popular that it is a challenge for the brand to meet the consumer demands.

However, while the brand’s reach has proliferated around the world, few people knew about its heritage. Built over the last 60 years, Canada Goose 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. With the brand trying to position itself for an impending IPO better, they recognized that unless consumers understood and appreciated the heritage and ethos of the brand, they risked becoming a passing trend, making them less attractive to public investors.

To share Canada Goose’s 60-year-old story with the world, we decided to create OUT THERE, an interactive short film about the lives of those who have worn the coat. In collaboration with an Oscar-winning filmmaker, the cinematic piece weaved together multiple real stories, each one set against a stunning Arctic landscape.

OUT THERE chronicles the groundbreaking true stories and triumphs of five explorers who have survived challenging experiences and accomplished awe-inspiring feats with the help of Canada Goose products. The picturesque short unravels the stories of real-life adventurers in the face of unprecedented hardship.

The integrated campaign surrounding the film was launched with a teaser trailer followed by an event including interactive installations at the Explorers Club in New York with our Oscar-winning director 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.

By telling the brand’s story through heritage and authenticity, we helped raise awareness of Canada Goose and its undeniable credentials in the outerwear space to audiences around the globe. From the perspective of CEO Dani Reiss in a 2015 interview with Esquire, “The stories in Out There are based on the true stories of some of our Goose People—everyday people who have done unbelievably inspiring things or survived some harrowing situations," says Reiss. "Our jackets have been a part of their success; their stories are our story."

In extolling the brand’s heritage through OUT THERE, our campaign helped increase brand appreciation around the globe, better positioning the brand for their impending IPO.