Project Atigi
The most successful earned media story in brand history.
Project Atigi is a social enterprise initiative that aims to create economic opportunities for the north.
Honouring Inuit traditions of craftsmanship, we commissioned bespoke parkas from seamstresses across the north to share with the world.
The result was the most successful earned media program in the history of the brand, reaching 500MM+ impressions in 45 countries.
My Role:
Seasonal Strategy & Creative Brief
Positioning, Brand Story and Comms Design
Agency and In-house Creative Oversight
Brand / Product Content Planning and Delivery
IMC and Go-To-Market Leadership
Credit:
Brand: Canada Goose
Agency: In-house
Portrait Photography: Joey L.
Product Photography: Natasha V.