Canada Goose focuses on human connections for new global brand campaign

Who: Canada Goose, director Janssen Powers and photographer Diana Markosian. (Canada Goose didn’t disclose agency partners.)

What: A global advertising campaign dubbed “Live in the Open,” featuring mini- documentaries about three people:

  • Alice Pasquini: An Italian outdoor artist who paints murals—what she calls “gifts to the community”—in small corners of buildings. Her work in one struggling Italian village was the spark for a street festival that brought new life to the community.
  • Jiayi Zhao: A Beijing-born Arctic explorer who has become a sought-after guide for expeditions to the poles.
  • Jordin Tootoo: The first Inuk Canadian ever to play in the NHL, who now devotes his time talking openly to Indigenous communities about mental health and his individual journey to healing.

Why them: “We embrace and are inspired by individuals who break boundaries and aspire to greatness for themselves and their communities,” said Canada Goose global CMO Penny Brook.

When & Where: The campaign went live on Friday morning (Sept. 13) with Chapter 1 about Pasquini. It was accompanied by a minute-long trailer about the campaign and the three featured individuals. The mini docs (each roughly five minutes long) will live online at the Canada Goose site, and be pushed out across digital channels, including e-mail and social.

There’s also high-impact outdoor coming, with a series of Pasquini murals planned for Paris, Berlin and Shanghai, and store window activations across the global Canada Goose network. For the first time, content will run in cinema for key markets.

How: “Live in the Open” is in keeping with Canada Goose’s preference for high-production value, richly cinematic storytelling (such as this, this and this).

“The cinematic approach helps us drive authentic brand affinity and meaningful connections with new and existing customers,” said Brook. However the messaging also seems to reflect an ongoing shift in tone, from a focus on how Canada Goose keeps you warm in cold weather to talking more about the warmth of human connections. The three chapters will be used to feature Canada Goose’s product categories: parkas, lightweight down and knitwear.

Pasquini’s story is about using her creativity to advocate for more women in street art and to save a struggling town. It’s also set in warm-weather Italy, so no parkas in this video although she is wearing sweaters from the knitwear line.

Why: “Consumers connect with brands that stand for something,” said Brook.

The tagline: “Live in the Open” is doing double duty, referencing the benefits of being outside and spending time in nature, while also acknowledging the emotional benefits of being open and connected to the community around you. “We all fight a fight nobody knows about,” says Tootoo in one video. “Be honest. Be open.”

Quote: “As a brand, connecting with the outside world is a critical component of who we are, and we know that resonates with consumers who… look to the outdoors as a place of solace in today’s modern world.” —Canada Goose global CMO Penny Brook.

David Brown