Canada Goose's 'Out There' Commercial is Based on True Events
Christopher Magsambol — November 16, 2015 — Marketing
References: youtu.be & marketingmag
Winter apparel company Canada Goose has released its most ambitious ad campaign that was launched with its 'Out There' commercial. The four-minute video was directed by Oscar-winning director Paul Haggis, and recounts stories that show how Canada Goose played an important role in many people's survival in harsh winter conditions.
The true stories were compiled from the brand's 60 years of existence and used stories of people who have now become champions of the brand. One of the stories retold was of Marilyn Hofman, a medivac flight nurse who fell through ice and into freezing water in Manitoba. She remained in the water for ten minutes, buoyed by her Canada Goose jacket, until a colleague pulled her to safety.
The Out there ad kicked off a global marketing campaign that will see the brand expand its promotional efforts throughout Europe.
The true stories were compiled from the brand's 60 years of existence and used stories of people who have now become champions of the brand. One of the stories retold was of Marilyn Hofman, a medivac flight nurse who fell through ice and into freezing water in Manitoba. She remained in the water for ten minutes, buoyed by her Canada Goose jacket, until a colleague pulled her to safety.
The Out there ad kicked off a global marketing campaign that will see the brand expand its promotional efforts throughout Europe.
Trend Themes
1. Survival-inspired Marketing - Winter apparel companies can leverage true customer stories to create relatable and authentic marketing campaigns.
2. Cinematic Brand Storytelling - Companies can hire prominent directors to craft compelling brand stories that connect with consumers on an emotional level.
3. Winterwear for Extreme Conditions - Brands can highlight the advanced features of their winter apparel that aid in survival in extreme weather conditions.
Industry Implications
1. Winter Apparel - Companies in the winter apparel industry can leverage survival-inspired marketing to differentiate themselves from competitors.
2. Film and Advertising - Advertising agencies and film production companies can offer their services to brands looking to create cinematic brand storytelling campaigns.
3. Outdoor and Adventure - Companies in the outdoor and adventure industry can collaborate with winter apparel brands to showcase the importance of quality gear in extreme conditions.
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