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@DOUBLEDAY
CANADA GOOSE
CULTURAL PLAYBOOK
AUDIECE
MODELING
Synthesis of audience segmentation to identify shared cultural values on which to build the foundation of our playbook.
CULTURAL
COLLABS
Identification of collabs across cultural arenas and ideation of potential forward-looking capsules and content.
PERFORMANCE
LUXURY
Development of an aesthetic point-of-view that translates Canada Goose's credentials to contexts at the cultural poles.
Circa
2022
Strategy
Audience
Content
Collabs
with 65 years of equity as the warmest parkas on the planet, function is everything. but to grow CANADA goose has to embody a lifestyle beyond its products, one that people see as inspirational and aspirational in contemporary culture – so we made a playbook to act as a true north as they venture into the unknown
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