Dive Brief:
- Clothing brand Canada Goose appealed to Canadian director Paul Haggis’s national pride and personal affiliation with the company when they approached him to film its first global ad campaign.
- Part of the effort, put together by Creative Artists Agency, Canada Goose’s agency of record, will include showing the video via “guerilla” screenings on prominent buildings with part of the ad budget set aside for any fines the screenings might incur.
- The campaign is Haggis’s second foray into directing a commercial.
Dive Insight:
The Paul Haggis-directed ad will be available on Canada Goose’s website and the guerilla screenings will occur in Europe, at least initially. Haggis commented on why he took on the project stating, "It's the unofficial coat of film crews. I've been wearing it myself for 25 years."
Kevin Spreekmeester, Canada Goose’s CMO, told Ad Age, "We're not a traditional magazine ad campaign-type brand. We try to find smarter, more tactful ways to deliver our message."
Spreekmeester added, "Our concern is that today, as a luxury brand, we believe people want to know what's behind the brand. They don't just want to buy an expensive jacket. They want to know the stories and we have to find a way to get to more people in more places faster than ever before."
The ad is Canada Goose’s first global advertising campaign.