Canada Goose, the 59-year-old Canadian outerwear brand whose pricey parkas exploded onto the scene when Kate Upton wore one of them on the cover of the 2013 Sports Illustrated swimsuit issue, is rolling out a global campaign to promote its fall and winter collection.
The out-of-home and digital campaign, called ‘In Your Element,’ features Canadian model Crista Cober and model-turned-actor Travis Fimmel. According to Canada Goose, the campaign was inspired by Canada’s “harsh and rugged” climate and the country’s “startling visual beauty,” both of which it says make the company’s jackets perfect for “the coldest climates and the chicest streets around the world.”
Set to launch on Sept. 19, the campaign is part of the company’s ambitious growth plans, which include the upcoming opening of its first two standalone stores in NYC and Toronto. The company also launched its e-commerce site less than two years ago and now attributes 15 percent of its revenue to online sales.
Jackie Poriadjian-Asch, Canada Goose’s chief marketing officer, said that the brand is now making a big out-of-home push in cities including New York, Chicago, Boston, Tokyo and Paris, with full takeovers of Toronto’s Billy Bishop airport and London’s Knightsbridge train station. On the digital side, Canada Goose is running its fall and winter campaign on sites including Hulu and Refinery29.
“As an outerwear brand, we feel like the most natural place to show up is out-of-home, so we’re really doubling down on our investment there,” Poriadjian-Asch said.
While Poriadjian-Asch said that ‘In Your Element’ is the first global campaign that the company has ever done in earnest, it’s not the first time that the Canada Goose has put money behind spreading its message. Last year, it unveiled a film called ‘Out There’ that told the stories of what the brand calls ‘Goose People.’ Directed by Paul Haggis, the film featured a number of “explorers and everyday adventurers” including Laurie Skreslet, the first Canadian to summit Mount Everest. The ‘Out There’ campaign also included out-of-home, digital, print and social elements.
Even though much of the buzz around the high-end brand has died down since it got a boost from Upton’s magazine cover three years ago, Poriadjian-Asch said that Canada Goose is still seeing “nothing but growth.”
“There’s still quite a bit of the population that isn’t even aware of the brand, so I’d say we still have work to do," she said.
Check out some of the out-of-home work below: