Canada Goose

Cannes 2016: Canada Goose makes Film Craft shortlist

Canadian agencies shut out of the competition


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.”

“Out There” has fared well at this year’s Festival, picking up gold in Design and silver in Cyber and a nomination in the new Entertainment competition.

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.

Want the latest news and winners from the Cannes Lions International Festival of Creativity? Here’s how:

Add a comment

You must be to comment.

Cannes Articles

How to build a better Cannes Lions

Canada's Cannes judges offer advice on how to make the show better

Cannes 2016: Just 12 Lions equals tough year for Canada

After a stellar 2015, Canada's medal count dips in 2016. Judy John's suggestion to be better in 2017

Cannes 2016: Harvey Nichols’ CCTV spot named Film Grand Prix

Canada shut out of the competition despite nine shortlisted entries

Cannes 2016: Black Friday shutdown wins top Titanium

Titanium Grand Prix goes to REI, Integrated Grand Prix awarded to Netflix

Cannes 2016: Under Armour wins Film Craft Grand Prix

The sportswear brand races off with the top honour of the competition

Cannes 2016: Edeka and Beyoncé both named Music Grand Prix

J. Walter Thompson Canada's "Just Another Day" for SickKids wins Silver Lion

Cannes 2016: Gwyneth Paltrow preps Goop for growth

The actor-turned-living lifestyle brand talks about her content and ecommerce venture

Three ways advertisers can raise their creative games

In the face of new challenges, brands need to focus on creative more than ever