BRANTA
Launching Performance Luxury for a discerning global audience.
In FW19, Canada Goose launched the pinnacle expression of their product and brand — a new collection called BRANTA.
Targeting a new audience of discerning luxury consumers, we built the strategic and creative foundations for BRANTA to challenge perceptions and present and new perspective of Canada Goose.
The result was an acclaimed launch campaign driven entirely by earned media and a new gold standard for integrated marketing and cross-functional collaboration.
My Role:
Positioning, Audience Work & Brand Design
Creative Brief & Concept Development
Brand and Product Marketing (strategy, education and assets)
IMC and Go-To-Market Leadership
Comms Design, Copy & Channel Planning (owned / earned)
Reference:
Credit:
Brand: Canada Goose
Strategy: Droga5 / Initiative UK
Creative: In-house
Digital: In-house
Director: Szilveszter Mako
Director of Photography: Devin Karringten
Product Photography: Natasha V.