Canada Goose embraces Scandinavian philosophy of Friluftsliv in ad campaign celebrating the outdoors
Canada Goose has embraced the Scandinavian philosophy of Friluftsliv – outdoor life - in new campaign ‘FreeAirLife’.
Celebrating the Nordic philosophy and the real stories behind man’s connection to nature the campaign, created by Publicis London, tells the story of three modern day explorers as they travel from the urban streets of Copenhagen, to the forests of Northern Sweden and the Arctic seas.
Predominantly targeting the Scandinavian audience the outdoor luxury brand’s docu-films are unscripted to create a naturally raw style and help the audience share in the explorer’s genuine moments of Friluftsliv.
“Authenticity is the thread that runs through everything we do at Canada Goose. As we learned more about the philosophy of Friluftsliv, we felt immediately connected to its meaning as we share that inherent desire to be connected to the natural world around us,” explained Kevin Spreekmeester, global CMO, Canada Goose.
“The FreeAirLife campaign provides us with a natural platform to explore what Friluftsliv looks like today through the eyes of three amazing individuals, and invites everyone to examine and embrace the philosophy for themselves.”
Andy Bird, executive creative director of Publicis London, said: “Our first piece of work for Canada Goose revives the Nordic philosophy of Friluftsliv, and celebrates our connection with the natural world. This core thought runs deep throughout the storytelling, the people and the locations in which we shot. As the brand’s first European campaign, it was essential we maintained its roots.”
The films, directed by Daniel Kragh-Jacobsen, will run online with supporting press, OOH and experiential activity.