Role:
Creative direction
Art Direction

Agency:
monopo

Role: Creative direction, Art Direction
Agency: monopo

Canada Goose asked monopo to create a social and digital campaign to support their winter range of Lightweight Down jackets. The Play with Puffer campaign showed the joy that comes out when you feel liberated from cold and weight.

Canada Goose asked monopo to create a social and digital campaign to support their winter range of Lightweight Down jackets. The Play with Puffer campaign showed the joy that comes out when you feel liberated from cold and weight.

The magic of the Lightweight Down jackets is that they are warm and incredibly light and packable. The warmth of puffer jackets without the weight.

Our concept was "Play with Puffer" and showed the joy that comes out when you feel liberated from the cold and weight of winter. It’s a fun-driven campaign that explores the different ways Lightweight Down puffer jackets can inspire play. We wanted to encourage people to play and experiment with the packability and light weight of puffer jackets. Show products in playful, unexpected situations. Manipulate the product for the simple joy of experimentation.

All the magic of the Lightweight Down jackets is that they are warm and incredibly light and packable. The warmth of puffer jackets without the weight.

Our concept was "Play with Puffer" and showed the joy that comes out when you feel liberated from the cold and weight of winter. It’s a fun-driven campaign that explores the different ways Lightweight Down puffer jackets can inspire play. We wanted to encourage people to play and experiment with the packability and light weight of puffer jackets. Show products in playful, unexpected situations. Manipulate the product for the simple joy of experimentation.

The campaign went live across paid and owned social and digital channels (Instagram, Twitter, Facebook, website). The largest spike of the campaign was planned for the Black Friday weekend. Play With Puffer became one of the top-three most engaging campaigns on Canada Goose’s Instagram channel, attracting over 66,700 likes across just 7 posts.

The campaign ran across Canada Goose's global social and digital channels and for the Black Friday weekend.

The campaign went live across paid and owned social and digital channels (Instagram, Twitter, Facebook, website). The largest spike of the campaign was planned for the Black Friday weekend. Play With Puffer became one of the top-three most engaging campaigns on Canada Goose’s Instagram channel, attracting over 66,700 likes across just 7 posts.

The campaign was a series of still photography and stop-motion assets, designed for engagement on social and digital media. In stop-motion, we got playful with the actual products to produce stop-motion games of Tetris and origami.

The stop-motion series was produced in London by us, while the still production was taken over by Carryover PR in Italy.

The campaign was a series of still photography and stop-motion assets, designed for engagement on social and digital media. In stop-motion, we got playful with the actual products to produce stop-motion games of Tetris and origami.

The stop-motion series was produced in London by us, while the still production was taken over by Carryover PR in Italy.

The art direction was all about “playing with puffer”: puffer-inspired background textures, floating jackets, popping bubble-gum, big winter balloons, people playing with their packable jackets and floating in their extra-light down jackets.

At the same time, we borrowed the lightest elements of winter to make the campaign seasonal without being cold. The colour palette played with silver-y winter whites and used the most colourful products to create pop.

The art direction was all about “playing with puffer”: puffer-inspired background textures, floating jackets, popping bubble-gum, big winter balloons, people playing with their packable jackets and floating in their extra-light down jackets.

At the same time, we borrowed the lightest elements of winter to make the campaign seasonal without being cold. The colour palette played with silver-y winter whites and used the most colourful products to create pop.

The first series (above) was focusing on the lightness of the jacket.
The second series (below) was focusing on the packability of the jacket.

The first series (above) was focusing on the lightness of the jacket.
The second series (below) was focusing on the packability of the jacket.

Credits

Credits

Client: CANADA GOOSE
Creative Direction & Art Direction: Mélanie Hubert-Crozet
Graphic Design: Mai Takano
Producer: Fred Mouniguet
Strategy and account management: Mattijs Devroedt
Stop-motion photography: Anaïs Zamboni
Set & prop styling: Helen Sirp
Still shoot production: Carryover

Client: CANADA GOOSE
Creative Direction & Art Direction: Mélanie Hubert-Crozet
Graphic Design: Mai Takano
Producer: Fred Mouniguet
Strategy and account management: Mattijs Devroedt
Stop-motion photography: Anaïs Zamboni
Set & prop styling: Helen Sirp
Still shoot production: Carryover