Canada Goose, a manufacturer synonymous with luxury winter apparel, surprised outdoorists with the release of a rugged and dramatic short film entitled Out There, directed by Academy Award-winning filmmaker and director, Paul Haggis.
This is Canada Goose’s first ever global brand campaign – designed as a visual compliment to the dedicated outdoor men and women who wear Canada Goose and live “True North.”
The campaign will consist of creative out-of-home activations, digital, print and social advertising. However, the gem is undoubtably the short film.
Along with Haggis, a native Canadian known for writing Best Picture Academy Award Winning movies Million Dollar Baby in 2004 and Crash in 2005, in which he also served as director, Canada Goose also enlisted the cinematic support of director of photography Sean Bobbitt, renowned for his award-winning cinematography on 12 Years a Slave and Hunger and Shame. Canadian born Joey Lawrence rounded out the team as Out There’s campaign photographer.
For the campaign, the brand chose to focus its message on telling the chronicled true stories of explorers that triumph the elements, surviving harrowing situations and accomplishing awe-inspiring feats in snow and ice.
Photo Courtesy of Canada Goose
“For us, true luxury means access to new experiences…In product and in spirit, Canada Goose allows people to be free…”
“For us, true luxury means access to new experiences, big ideas, and discovering the unexpected,” said Dani Reiss, president and CEO of Canada Goose.
For the campaign, the brand chose to focus its message on telling the chronicled true stories of explorers that triumph the elements, surviving harrowing situations and accomplishing awe-inspiring feats in snow and ice.
The film, launching globally on canadagoose.com/outthere, tells the stories of “Goose People,” the brands most inspiring wearers.
A roster of “Goose People,” include: Laurie Skreslet, the first Canadian to summit Mount Everest; Lance Mackey, four-time Iditarod Champion, two-time ESPY nominee and Hall of Famer; Karl Bushby who is currently seeking to be the first human to traverse the globe completely with unbroken steps; Paddy Doyle, a veteran pilot at First Air, Canada’s airline of the North, and Marilyn Hofman, a medivac flight nurse who had a brush with death while visiting the Canadian Arctic.
So as you can tell, “Goose People” is not a term the brand takes lightly.
“Built over the last 58 years, our story is one of wildness, independence and courage,” said Reiss. “Out There tells the incredible true stories – our story – that inspire people to explore and embrace their innate desire for adventure.”
In fact, Canada Goose put their company mantra of luxury, new experiences and big ideas to the test.
More than two-thirds of people feel that a life without adventure is no life at all.
A recent international Ipsos Reid survey conducted on behalf of Canada Goose (held between October 19-26 2015 in Canada, the U.S. and U.K), found more than two-thirds of people feel that a life without adventure is no life at all. However, 43 percent admitted to rarely going on adventures, and less than ten percent described themselves as courageous.
The same survey found that not having enough time or money were the top two barriers (34 percent and 58 percent respectively) preventing respondents from embracing adventures. One-in-ten said fear and weather were largely responsible for holding them back.
Out There, Courtesy of Canada Goose
Reiss responded to the survey and said, “In product and in spirit, Canada Goose allows people to be free, bold and more connected to the world around us. Our mission is to free people from the cold by making the best and warmest jackets, and because of that, people can truly see the world as a playground instead of an adversary.”
