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.