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THE NORTH FACE
SPRING / SUMMER 2014
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BRAND CAMPAIGN
The North Face® is known as one of the world’s greatest outdoor brands, with a fully established presence across the winter sports sector. Our goal was to show consumers that The North Face® should be their year-round brand of choice. To do this, we needed to bring spring and summer to life like never before.
This required a strategy that would capture the excitement and potential of the brand, long after the snow has melted. For our message to be instantly effective, we needed to raise engagement with The North Face consumers to a new level...
The solution:
LONGER DAYS ARE BACK
“A fully integrated campaign celebrating the extra hours of daylight during spring, inspiring everyone to run, hike, climb, and explore longer.”
CLIENT: THE NORTH FACE, EMEA
ROLE: ART DIRECTOR
Additional credits:
Agency: Factory Labs | CD: Nat Potter | Copy: Alastair Beaton | Digital: Nicolas Combes
IN EARLY MARCH
We built anticipation with a tactical tease phase and viral video
that generated conversation both in-store and online.
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THEN, AS THE CLOCKS WENT FORWARD ON MARCH 29TH
We unleashed a fully integrated campaign, featuring comprehensive print and retail
visibility and a high impact 30 second TVC that reached millions of people across Europe.
Every month, we showcased a different activity on The North Face® webpage,
and took over the homepage for a full two weeks.
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ACTIVITY PHASE
