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 New York 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)

Impact:

• 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

Canada Goose has roots in entertainment. Their parkas have forged grassroots connections with video villages across the planet for over six decades, so it’s only natural that they celebrate that relationship with the epic storytelling talent of the industry’s finest creators. This brand has never advertised – they’ve allowed the people who rely on their products speak on their behalf. And spoken they have; behind or in front of the camera, Goose has made an indelible mark on entertainment, and award-winning filmmaker Paul Haggis, cinematographer Sean Bobbit, composer J. Ralph and editor Robert Duffy have amplified that origin story through

Canada Goose’s core target audience is “young, cultured and wealthy” – affluent, millennial men and women 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 Goose People with customers around the world who embrace the Goose spirit of adventure.

In recent years, Canada Goose became one of the most popular brands in fashion, all without mass advertising. Canada Goose was best known for their best in class, arctic-tested jackets, which have become so popular that it is a challenge to meet the demand.

While the brand’s reach has grown rapidly around the world, few people actually knew about its heritage. Canada Goose recognized that unless consumers understood and connected to the heritage and ethos of the brand, they 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.