| Title | FREE AIR LIFE |
| Brand | CANADA GOOSE |
| Product/Service | CANADA GOOSE |
| Category |
A02. Non-Fiction: series or film |
|
Entrant Company
|
RSA FILMS London, UNITED KINGDOM
|
|
Contributing Company
|
PUBLICIS LONDON, UNITED KINGDOM
|
|
Production Company
|
RSA FILMS London, UNITED KINGDOM
|
Credits
| Daniel Kragh-Jacobsen |
Rsa Films |
Director |
| Caspar Delaney |
Rsa Films |
Producer |
| Nadim Carlsen |
- |
Director Of Photography |
| Andy Bird |
Publicis London |
Executive Creative Director |
| Colin Hickson |
Publicis London |
Producer |
The Campaign
The aim of the campaign was to re-establish Canada Goose as a true outdoor brand, and move away from the ‘street image’ the label had began to cultivate.
The campaign started on digital platforms before extending to other media. Canada Goose CMO Kevin Spreekmeester stated that the most important aspect of the films was to “capture the spirit of the brand. We believe consumers want three things; they want honesty, truth, and they want us to be real.”
The films were hosted on Vimeo and YouTube and hosted on both outdoor/adventure and fashion sites, aligning the brand as a reputable product for urban explorers. The campaign has since been met with great acclaim, and has been shortlisted for several awards.
Free Air Life tells the stories of three modern day explorers. Inspired by the Nordic philosophy of Friluftsliv, outdoor living, Canada Goose and director Daniel Kragh-Jacobsen focus on customers who represent the brand and showcase the durability of the product in extreme conditions. By telling these true stories, Daniel captures the magnificence and desolation of the Swedish landscape and shows Canada Goose to be a versatile and dependable outerwear manufacturer.