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Iconic outdoor luxury brand Canada Goose has taken inspiration from the Scandinavian philosophy of ‘Friluftsliv’ to launch its first work for Europe through Publicis London.


Telling real stories and exploring man’s connection to nature, the FreeAirLife campaign centres around three explorers as they take us from the urban streets of Copenhagen to the forests of Northern Sweden and as far as the Arctic seas over three branded shorts.

Directed by renowned filmmaker Daniel Kragh-Jacobsen, the campaign is inspired by the philosophy of outdoor life and predominantly targets the Scandinavian market, one of the first markets to embrace Canada Goose more than 20 years ago.

“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,” says 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.”

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.

“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,” says Daniel Kragh-Jacobsen. “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,”

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).

 “Our first piece of work for Canada Goose revives the Nordic philosophy of Friluftsliv and celebrates our connection with the natural world,” adds Andy Bird, executive creative director of Publicis London. “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.”

FreeAirLife is also available on the campaign website.

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