Canada Goose is running its first holiday ad campaign, with a message about the beauty of human connection.

Titled “Generations of Warmth,” the creative is built around five people with deep ties to the north. A minute-long online film shows them (wearing Canada Goose) in rugged arctic terrain along with loved ones, while a narrator talks about the warmth that comes from those relationships.

A microsite shares more details about the five main characters and the importance of their spotlighted relationships.

Alysa McCall, director of conservation outreach for Polar Bears International, married her husband Jonathan, a helicopter pilot, on a frozen lake wearing Canada Goose parkas. “Jonathan flew us and the marriage commissioner out… We chose a frozen lake, landed, cleared a little path and said our vows in nature.”

The other people in the campaign are:

• Sarain Fox: an artist and indigenous rights activist along with her mother;
• Greg Kohs: filmmaker known for his award-winning documentary The Great Alone, along with his son;
• Ben Saunders: endurance athlete and Polar explorer, with his wife; and
• Lance Mackey: champion dogsledder whose family helped start the Iditarod Trail Sled Dog Race and his father.

“The campaign highlights that even during the coldest time of the year, we can find people around us that bring warmth to our lives,” according to a Canada Goose release.

Aside from the video, the campaign includes five portraits and a behind-the-scenes video, with creative running across digital, traditional, influencer and retail, in Canada, the U.S., England, France, China, Germany and Switzerland.