The North Face wanted to own exploration in the hearts and minds of consumers who are active in the outdoors, and continue to be relevant to their core followers and attract a mass audience.
The requirement :: Use TV in the U.S, UK and Germany to define a brand platform of 'exploration', attain emotional higher ground and retain authenticity and relevancy.
Campaign overview :: The TVC led a 'one story' winter season touch point strategy that informed all brand, product and activity based marketing. The communications strategy was built to reach a consumer range from the core 'hardcore achiever' and inspire 'mass market' consumers to get outdoors through the concept of exploration.
The brand messaging strategy leveraged The North Face tagline 'Never Stop Exploring' in print to drive brand consideration and consumer preference through an awareness, engagement and conversion comms grid.
The TVC placed the brand's ownership of exploration at the forefront of its storytelling to create an emotional connection with consumers and inspire all outdoor explorers. In BTL, a distinct brand identity that linked story telling within channels, from brand to product to retail in a cohesive and consistent manner.
