Built for the Extreme Canada Goose Adrenaline Expeditions
Snow mountains? For spring? Actually groundbreaking. Check out the new Snow Goose campaign.
We might be looking forward to warmer temperatures here in the UK, but Canada Goose never goes out of style. After all, the weather here has been closer to Arctic than tropical, so the brand’s latest campaign, Adrenaline Expeditions, has actually arrived right on time.
What makes this campaign so special (apart from the gorgeous imagery and stories it stems from) is actually the timing. Advertising a winter clothing line in spring might seem contradictory, but it’s actually extremely authentic for the brand. Canada Goose isn’t trying to be anything but itself. Instead of opting for swimwear shoots in Turks & Caicos, the campaign proves that cultural relevance boils down to more than just hopping on seasonal trends, it rests on staying true to your brand (and consumer) identity.
For this Snow Goose release, Haider Ackermann (Canada Goose’s Creative Director) had the genius idea to shoot the pieces on real athletes experiencing the extremes of weather and physical endurance, proving the genuine quality and versatility of the line.
The imagery captures three athletes on their Adrenaline Expeditions. The first, Christopher Horsley, goes volcano climbing in Vanuatu wearing the Merge Jacket and Pant. From fiery to freezing, Théo de Bilc takes the Merge Jacket and Apex Legging paragliding over the snowy mountaintops of Switzerland. Weatherproof clothing is one thing, but waterproof is another, so the final installment of the series follows a freestyle kayaking world champion in high-intensity white waters.
The campaign is testament to the quality of the clothes, and Canada Goose’s authentic winter spirit. Sunbathing on the beach seems a little tame now, doesn’t it?
Credits:
Images courtesy of Canada Goose
Words: Cable Writes
