Canada Goose has unveiled a comprehensive global marketing campaign for its capsule collection.
The limited-edition, 60+ piece fall and winter collection is the first seasonal capsule collection from Canada Goose’s new creative director, Haider Ackermann, designed under the brand’s heritage label, Snow Goose.
Ackermann is a Colombian-born ready-to-wear designer who is perhaps best known for campaign work for Mercedes Benz that featured Tilda Swinton. Ethan Hawke is the face of the Snow Goose campaign, shot by Willy Vanderperre, and featuring model Julia Nobis and others, and features people whose passions span the arts, sports, skateboarding and costume design.
Canada Goose president Carrie Baker, who leads the luxury outerwear, apparel, footwear and accessories brand and commercial strategy, says the campaign work is unlike anything it’s done prior. “Through the art form of portraiture, the campaign captures the human aspect that is inherent in clothing and highlights each unique character,” Baker says tells strategy.
Canada Goose is launching the capsule through a comprehensive global marketing campaign across “all possible consumer touchpoints.” This includes visibility across key global markets including Toronto, New York, LA, London, Milan, Paris, Berlin, Tokyo and Shanghai, Chengdu, Shanghai, Beijing, Hong Kong, Taipei and Seoul.
As Baker explains, the launch marks an important shift for Canada Goose into the next evolution of the brand. “The creative campaign reflects that mindset, with a comprehensive full-funnel approach, ensuring we are reaching our target consumers in relevant ways, across the globe.”
Canada Goose is deploying email marketing, web, social media and earned and will show up in “bold and impactful” OOH expressions including subway takeovers in Paris, urban murals in L.A. and New York City and tower projections in Shanghai as well as strategic influencer partnerships.
Canada Goose worked with BeGood Studios on art direction, 138 Productions on production, Keizo Kitajima and Keiko Sasaoka on landscape photography and DLX for communications.
For the Iceland experience, Canada Goose teamed up with Division on Content Production, Sub on event creative direction, Thibaut Grevet on photography and video direction, Discover Truenorth on event production and film production and DLX on communications. Initiative led the media buying and planning for the campaign.
This marks one of transition for the company with the departures of longtime CMO, Penny Brook, and also this October, Michelle Murray, Canada Goose’s senior director of customer strategy and CRM.
In 2024, Canada Goose announced a collaboration with Brooklyn-based fashion brand, KidSuper, as part of its multi-year partnership with the National Basketball Association (NBA), and its newest global brand ambassador, NBA All-Star and Toronto-born Oklahoma Thunder guard, Shai Gilgeous-Alexander.
