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Canada Goose Winter Wear
Problem: The upmarket winter coats were garnering a negative social image through a combination of their price and stereotyped clientele. The brand needed to shake the negative connotations without ignoring them
Inspiration: The tongue-in-cheek mantra 'Functional and Attractive'. A 'high fashion' photography style showcasing models being overly self-aware of their own attractiveness captured the essence of the brand's message. The campaign was tied together through the social hasthag #BeTheHeat
Environmental - heated bus shelter
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