Canada Goose Lofted Wool
- Campaign
- video
- Digital
poweredby.tokyo led the campaign for Canada Goose's 'Lofted Wool Collection,' a line crafted exclusively for Japan using ultra-fine Merino Wool. We managed every aspect, from strategy and production to creative direction. The campaign featured a brand film, a striking print editorial, and impactful billboards in Omotesando station, all designed to highlight this luxurious collection.
The story follows two real-life couples as they traverse the diverse landscapes of Japan
The integrated campaign included a brand film, print editorial, and billboard display in Omotesando station. The story follows two real-life couples as they traverse the diverse landscapes of Japan, immersing themselves in the artistic beauty of the Enoura Observatory and the architectural wonders of Tokyo, connecting with their environment and each other along the way. Their journey showcases the Lofted Wool collection’s functionality and reliability and the promise of adventure and seamless movement through the environment.
Canada Goose is top of mind in all outerwear categories but has yet to embrace its place in the high-end luxury fashion space. Tokyo and Japan as a whole are one of the largest and most discerning luxury fashion markets in the world, so this was the perfect opportunity to communicate the brand to them. The question was: How do we craft a creative campaign that speaks the luxury language while still maintaining Canada Goose’s longstanding connection to the outdoors?
Media
The campaign was picked up by some of Japan’s most influential fashion and lifestyle magazines including ELLE, Harper’s Bazaar, Ginza, and Popeye.
Out of Home
The campaign was displayed in Tokyo’s Omotesando station, the main station of Tokyo’s premiere fashion district.
Client
Canada Goose
Role
Creative Direction, Art Direction, Video Production, Photography
Team
Account Executive & Producer: Georgi Roberts (monopo Tokyo)
Creative Director & Copywriter: Chace Fedor (monopo Tokyo)
Director, DP & Editor: Artem Skiiy
Line Producer: Anna Liu
Photographer: Lasse Kusk
Photographer Assistant: Andreas Bastiansen
B Cam: Andy Rudz
Production Manager: Kanako Kobayashi (monopo Tokyo)
Production Manager: Aya Apton (monopo Tokyo)
Production Assistant: Julie Guilot (monopo Tokyo)
AC/PM: Kento Tsukamoto
1st AC: Mikael Senninge
Camera PA: Elena Assenheimer (monopo Tokyo)
Japanese Copywriter: Tomoki Inaguma (monopo Tokyo)
Stylist: Dai Ishii
HMU: Kana Asano
Transport: Groove
Talent: Yasmine & Ocean
Talent: Jan & Masha