Marketing News Canada: Cargo Canada, Canada Goose, and more!

Today we feature a round-up of some big events and recent industry happenings.

• Cargo Canada Hires new Creative Director
• Canada Goose introduces performance luxury footwear collection
• Sleep Country and Well.ca® join forces to help Canadians get a better night’s sleep
• Read more below!

Cargo Canada Hires New Creative Director

In a move that will extend the capabilities and capacity of their Toronto office and further bolster the agency’s dramatic expansion, Cargo today announced the hiring of award-winning creative director, Mirko Greenwood. A former creative director at the Oliver Agency, Greenwood has been tapped to oversee and grow Cargo Canada’s creative team, expand the agency’s creative strategy, process, output, and effectiveness, as well as support the agency’s new business efforts in Canada. He will report to Rocky French, Cargo’s Global Creative Lead.

Greenwood brings twenty years of experience to his new post, including positions with such well-known agencies as Jackman, Proximity/BBDO, and INNOCEAN Worldwide. Greenwood’s past clients include brand giants Coca-Cola Canada, 7-Eleven, Nestle, Daimler Chrysler, Mackenzie Investments, UNILEVER Canada, and Kia Canada.

“We are delighted to secure Mirko’s obvious talents. Clearly, his creative work with some of Toronto’s top agencies is going to benefit our clients and attract new business,” says Toby Stansell, CEO of Cargo. “However, it is Mirko’s understanding that business results also matter when creating a marketing campaign that sets him apart from other creative directors. Creativity, coupled with strategic and analytical thinking, is evident in his work.”

Greenwood’s abilities encompass all facets of marketing from traditional and digital, to experiential and 360 brand reinvention. Some of his specific skills include creative and strategic problem solving, photography, digital production and design, art direction, and creative direction. He also has experience leading agency creative and new business teams.

“When deciding on an agency home, Cargo stood out to me because of their track record of creating compelling creative work that also drives measurable results for clients,” says Greenwood. “I am eager to help our clients craft successful campaigns and build our Toronto office -- I am joining Cargo at precisely the right time.”

Canada Goose introduces performance luxury footwear collection

Source: Canada Goose

Canada Goose, the performance luxury lifestyle brand is launching its first footwear collection with a global creative campaign. Titled “Live in the Open,” the brand’s films tell the real stories of three real people: Romeo Beckham; Indigenous Artist & Activist, Sarain Fox; and Indigenous Leader and Former NHL Player, Jordin Tootoo.

The first-ever Footwear Collection will debut two innovative styles for men and women: the Snow Mantra Boots and the Journey Boots. As the ultimate expression of the brand, this new category delivers on its purpose and takes its acclaimed function-first design to another level.

“Building new categories is a core competency for us and footwear is the natural next step in our product portfolio,” said Dani Reiss, President & CEO, Canada Goose. “Canada Goose Footwear has been years in the making, as we defined and developed this category unlike anything seen before – something that our consumers have long been asking us for. This collection exemplifies the Canada Goose lifestyle, standing the test of time and the elements.”

The collection launches with a global campaign that explores real stories of real people through three videos: Romeo Beckham; Indigenous Artist & Activist, Sarain Fox; and Indigenous Leader and Former NHL Player, Jordin Tootoo. Their powerful stories of resilience and perseverance, of defining their own paths, are told through Canada Goose’s Live in the Open ethos, which invites people to express themselves freely without judgement. Living within that ethos is a Force of Nature, detailing personal journeys, each striving for their own metaphorical summit.

Gear testing is a fundamental part of the design process at Canada Goose with its network of industry experts. For Footwear, the brand tapped adventurers, athletes, researchers and cinematographers to test the boots over a course of six months. They embodied the mantra of living in the open, traversing continents and logging thousands of kilometers, across diverse terrain and a wide range of temperatures and weather conditions.

The brand was inspired by its six-decade product archive for this collection – a design technique that mirrors its approach to outerwear and apparel, reimagining and reinventing its iconic pieces. Canada Goose footwear is handcrafted by experts and each pair are one-of-a-kind. The patina of the soft and durable leather is a hallmark of its high-quality, a characteristic that develops over time and tells a story of its adventures.

Canada Goose relentlessly seeks to be sustainably innovative, focused on enacting change and driving impact through its HUMANATURE purpose platform, which unites its sustainability and values-based initiatives. Canada Goose Footwear strengthens this focus. The Snow Mantra and Journey Boots are made with responsibly sourced TerraCare® Leather. TerraCare® is dedicated to using and developing ecological tanning methods, resulting in lower water and chemical consumption.

The brand’s 35+ stores will further support the storytelling around the launch with dedicated retail theatre, and interactive and immersive experiences that bring footwear to life as an exhibition. All footwear purchased will be packaged in an exclusive and limited-edition case that emphasizes the ultimate in protection and durability in a functional model. Additionally, 3D vortex murals in select cities around the world literally demonstrate a Force of Nature, while Snapchat users are invited to try-on and test-out each boot through augmented reality.

Sleep Country and Well.ca® join forces to help Canadians get a better night’s sleep

Sleep Country Canada Holdings Inc., Canada’s leading omnichannel specialty sleep retailer, today announced an exciting partnership with Well.ca ULC (“Well.ca”), Canada’s leading health and wellness e-commerce retailer, to promote sleep health. As awareness for the importance of sleep grows, this partnership will foster a community that inspires Canadians to prioritize sleep for their greater well-being.

“We’re thrilled to come together with Well.ca to help Canadians understand how critical sleep is to their overall wellness,” said Phil Besner, Senior Vice President, Business Development of Sleep Country. “Well.ca's impressive online community and platform of wellness products, along with our sleep expertise, is a winning combination to awaken Canadians to the power of sleep and support our company’s purpose to be Canada’s leading champion of sleep,” added Besner.
“At Well.ca, we share our customers’ passion for improving their health and well-being by making informed decisions they can trust, for themselves and their family,” said Stephanie Barrington, Vice President of Marketing at Well.ca. “Through our partnership with Sleep Country, we are proud to bring together two of Canada’s most recognized wellness brands to empower Canadians with the tools and information they need to improve their sleep habits as a critical part of their wellness journey.”

Sleep Country and Well.ca will partner for an Instagram Live @sleepcountrycan to feature an intimate and inspiring conversation with special guests, including Well.ca expert Samantha Piechota, about the importance of sleep as an essential component of health and wellness.

On November 17th, Sleep Country Canada and Well.ca will launch a co-branded Sleep Wellness Giveaway on Instagram for a chance to win a Sleep Wellness Prize Pack including a variety of Well.ca products and a $500 Sleep Country gift card.

To introduce Well.ca enthusiasts to Sleep Country and Dormez-vous?, $25 off of $100 spend coupons were included in Well.ca shipping boxes throughout September and October.

Compiled by Marketing News Canada editor, Emma Whiten