Over the years, Canada Goose became one of the hottest luxury brands in fashion, all without mass advertising. While their reach had grown, very few knew what the brand was about. Canada Goose outerwear is made for the toughest conditions, arctic-tested by the world's most intrepid explorers, scientists, and filmmakers.
“Out There” Case Study
“OUT THERE” INTERACTIVE FILM
Out There is a short film directed by Academy Award-winning filmmaker and director, Paul Haggis. The focus of Canada Goose first-ever global brand campaign, Out There chronicles the unbelievable true stories and triumphs of explorers and everyday adventurers who have survived harrowing situations and accomplished incredible feats.
The film tells the stories of some of the brand's most inspirational "Goose People": Laurie Skreslet, the first Canadian to summit Mount Everest; Lance Mackey, a 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.
Fellow Canadian and award-winning filmmaker, Paul Haggis - best known for writing back-to-back Best Picture Academy Award Winners (2004's Million Dollar Baby and 2005's Crash, which he also directed) - lent his signature, beautifully sweeping style to the film. Sean Bobbitt, renowned for his award-winning cinematography on 12 Years a Slave as well as for Hunger and Shame, was Director of Photography, and Canadian-born Joey Lawrence was the Out There campaign photographer.
Paying homage to the brand's authentic and long-standing relationship with the film and entertainment industry, and its position as the (un)official jacket of film crews everywhere it's cold, Out There is a multi-platform campaign including creative out-of-home activations, digital, print and social advertising across North America, Europe, Scandinavia, Greenland and more.
Canda Goose “Out There” short film
With the click of a mouse, the film became interactive, letting viewers hear from the people who inspired each story. Over 350 hours of interviews and thousands of personal photos were edited into twelve compelling narratives.
The film was seen over 20 million times around the world. Viewers spent on average over 9 minutes in the interactive experience, over twice the length of the film itself. Other promotion efforts included a teaser trailer, movie posters as billboards, projection screenings in major cities, and a Sundance Film Festival takeover.
Interactive interview with Lance Mackey
Interactive interview with Laurie Skreslet
Retail - Immersive VR Fitting Rooms
Imagine trying on a Canada Goose jacket in the most extreme weather conditions and being able to experience what Lance Mackey felt and saw on his Iditarod sled at -12° C or what It would feel like reaching the summit of Mt. Everest at -33° C. We set out to create an immersive, multi-sensory retail experience for Canada Goose using VR and a climate simulation room. Consumers could test out Canada Goose's wide range of jackets in the harshest conditions from across the world like the Arctic North to the Amazon rainforest and the Sahara desert.
Our idea led to their Cold Room located in retail stores across the world as well as "The Journey" Canada Goose's immersive Toronto flagship concept store.
OUT THERE MOBILE AND WEB
