Manifesto
Canada Goose, known for premium arctic apparel, faces the challenge of marketing a lightweight collection without losing its winter identity. The solution: a winter campaign in Santorini. Known for summer luxury, the island’s off-season volcanic landscape offers a unique contrast to the brand’s rugged winter heritage, positioning Canada Goose as the go-to brand for all types of winter.
Canada goose
Santorini collection
Strategist
Vehbi Ramqaj
Mock Client
Canada Goose
Service
Communication Strategy
Year
10/12/2024
Client brief
How can Canada Goose promote its lightweight collection to its exclusive customer base without harming its existing brand equity?
Creative brief
Shift the perception of Canada Goose among its exclusive customer base. Canada Goose is about providing warmth and luxury in any climate, not just in arctic conditions.
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Canada Goose is a luxury fashion brand that specialises in winter clothings for extreme winter conditions.
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Communication Problem
Canada Goose is victim of its own strength. People only associate the brand for when it get extremely cold. Yet, the brand lately launched a lighter premium collection that needs to be marketed in its luxury market segment.
The brand wants to increase its sales for its new collection without deluting its strong market position as the polar winter apparel company by excellence.
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Consumer Insight
The typical tourist who goes to Santorini in the summer is very likely to purchase from a luxury brand like Canada Goose for when it gets cold.
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Canada Goose should launch a campaign in Santorini, a destination its audience associates with summer, during the winter, to reposition the brand as a more versatile winter brand.
Core Idea
Expand Canada Goose’s brand image from a high-end winter apparel company for extreme conditions to a versatile luxury brand for any cold climate.
With a campaign in Santorini, a top luxury winter destination for the summer, the brand can disrupt its audience’s perception and establish itself as the go-to brand for any winter.
Santorini Campaign
Information: The following short clips were generated with Runway, using input from existing images from a previous Canada Goose campaign, specifically from their Autumn/Winter 23 collection. This was an experimental use of Generative AI to bring my idea to life, created during my studies at Berghs School of Communication.
Photographer: Annie Leibovitz
