Canada Goose explored new marketing territory late last year with its ambitious “Out There” advertising campaign, and it landed the luxury winter wear brand a spot on the Film Craft shortlist in Cannes Friday morning.
While it is a Canadian brand, the entry doesn’t officially register as a Canadian submission because it was entered by the company’s U.S. agency CAA Marketing Los Angeles. Canadian agencies were shut out of the competition, which, according to the Festival, celebrates onscreen artistry.
“Entries demonstrate exceptional filmmaking; that is work in which technical skill and production prowess elevates an idea or dramatically enhances its execution.”
For its first global campaign – and its biggest in terms of scale and budget – the brand hired Oscar winning director Paul Haggis to recreate the real-life stories of people successfully overcoming the elements, thanks in part to their Canada Goose gear.
For instance, Marilyn Hofman, a medivac flight nurse, fell through the ice in Churchill, Man. and remained there for 10 minutes—buoyed by her puffy parka—until a colleague was able to reach her.
Overall interest in the Film Craft competition was up slightly this year with 2,315 entries, up from 2,205 in 2015. However, interest from Canada was down with only 31 submissions compared to 50 a year ago.
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