CASE STUDY OF

CANADA GOOSE
LIGHTWEIGHT DOWN CAMPAIGN

ROLE: CONCEPT, SOCIAL MEDIA STRATEGY, CREATIVE DIRECTION, ART DIRECTION, PHOTO PRODUCTION

DELIVERABLE: CAMPAIGN CONCEPT AND STRATEGY, STOP-MOTION AND STILL PHOTOGRAPHY ASSETS

DATE: NOV 2019

Canada Goose tasked monopo London with the creation of a social and digital campaign to introduce their winter range of Lightweight Down jackets. The perfect opportunity to bring some light to the heaviest season, we thought. Under the concept of Play With Puffer, we played with the product and created a series of stop-motion GIFs that show a more playful side of the brand. The concept also stretched to still photography, with floating jackets, winter balloons and popping bubble-gum as a result. The campaign rolled out across Canada Goose’s social and digital channels during the Black Friday weekend.

IDEA

Play With Puffer

Canada Goose is a function-first brand. But fun can be functional too. Sometimes it’s necessary to not take things too seriously and just take a moment to play. Play opens you up to new ideas. Play moves the world forward. Especially at a time when all we seem to do is argue and worry. Our Play with Puffer concept showed the joy that comes out when you feel liberated from the cold and weight of winter. It’s a fun-driven campaign that explores the different ways Lightweight Down puffer jackets can inspire play. We wanted to encourage people to play and experiment with the packability and light weight of puffer jackets. Show products in playful, unexpected situations. Manipulate the product for the simple joy of experimentation.

ART DIRECTION

Play with the material. Play with the product.

Our art direction was all about “playing with puffer”: puffer-inspired background textures, floating jackets, popping bubble-gum, big winter balloons, people playing with their packable jackets and floating in their extra-light down jackets. At the same time, we borrowed the lightest elements of winter to make the campaign seasonal without being cold. The colour palette played with silver-y winter whites and used the most colourful products to create pop.

EXECUTION

A series of playful stop-motion and still assets

We honed in on two product aspects that were ripe for play: lightness and packability. The ability to feel like you’re floating, in the heaviest of seasons. And the ability to play with the tightly-packed jackets, which would otherwise take up all of your luggage space.

The final campaign was a series of still and stop-motion assets, designed for engagement on social and digital media. In stop-motion, we got playful with the actual products to produce stop-motion games of Tetris and origami. Still assets showed the products in action, inspiring play with models floating in mid-air and blowing bubble-gum-balloons.

The campaign went live across paid and owned social and digital channels (Instagram, Twitter, Facebook, website). The largest spike of the campaign was planned for the Black Friday weekend. Play With Puffer became one of the top-three most engaging campaigns on Canada Goose’s Instagram channel, attracting over 66,700 likes across just 7 posts.

Credits

Client: CANADA GOOSE

Our role: Concept, Social Media Strategy, Creative Direction, Art Direction, Photo Production

THE TEAM

Creative Direction & Art Direction: Mélanie Hubert-Crozet (monopo London)

Graphic Design: Mai Takano (monopo London)

Producer: Fred Mouniguet (monopo London)

Strategy and account management: Mattijs Devroedt (monopo London)

PARTNERS

Stop-motion photography: Anaïs Zamboni

Set & prop styling: Helen Sirp

Still shoot production: Carryover

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