Publicis London Heads to the Great Nordic Outdoors for Canada Goose

Canada Goose today launches its FreeAirLife campaign, celebrating the Nordic philosophy of ‘Friluftsliv’ – real stories exploring man’s connection to nature.

Directed by renowned filmmaker Daniel Kragh-Jacobsen, FreeAirLife tells the story of three modern day explorers. Inspired by ‘Friluftsliv’, the philosophy of outdoor life, the campaign centres around a docu-film tryptic of these explorers as they take us from the urban streets of Copenhagen, to the forests of Northern Sweden and as far as the Arctic seas.

Predominantly targeted at the Scandinavian market, one of the first markets to embrace Canada Goose more than 20 years ago, the campaign focuses on three engaging Scandinavian explorers sharing genuine moments of Friluftsliv. The approach to filming each story was unscripted and naturally raw in style, leaving the individuals to tell their stories in the most natural way possible. “Authenticity is the thread that runs through everything we do at Canada Goose. As we learned more about the philosophy of Friluftsliv, we felt immediately connected to its meaning as we share that inherent desire to be connected to the natural world around us,” said Kevin Spreekmeester, Global CMO, Canada Goose. “The FreeAirLife campaign provides us with a natural platform to explore what Friluftsliv looks like today through the eyes of three amazing individuals, and invites everyone to examine and embrace the philosophy for themselves.”

Andy Bird, Executive Creative Director of Publicis London, added: “Our first piece of work for Canada Goose revives the Nordic philosophy of Friluftsliv, and celebrates our connection with the natural world. This core thought runs deep throughout the storytelling, the people and the locations in which we shot. As the brand’s first European campaign, it was essential we maintained its roots.”

The films will run online, alongside press, OOH and experiential.

Filmed in and around Svalbard, Copenhagen and Östersund, the nine minute documentary is divided into three short sections, Free, Air and Life (Fri-Lufts-Liv), and was directed by acclaimed Danish Director Daniel Kragh-Jacobsen of Ridley Scott Associates, renowned for his honest, raw style and his ‘show it, don’t tell it’ mantra. “We all have a tendency to get stuck in the daily grind, and often we need to be pushed to start listening to our inner need to breathe and to regain our connection with the natural world. The films portray what Friluftsliv means to three very different individuals in the 21st Century, examining how our relationship with nature has changed over the years. My hope is that these films will inspire and re-invigorate everyone who watches them,” said Daniel Kragh-Jacobsen.