THE NORTH FACE / EXPLORE MODE
BRAND MANAGEMENT / STRATEGY / PRODUCTION
2019
STRATEGY
For Spring 2019, The North Face wanted to get people off their devices and connect in real life through exploration.
So we developed a global campaign that encouraged everyone to turn on EXPLORE MODE.
From films, to social, to banners, to in-store activations, and even a change.org petition.
CREATIVE CAMPAIGN
We launched Explore Mode with a global anthem film.
A few days later, all of our social accounts went “dark”.
We featured unique live experiences that encouraged people to disconnect digitally and engage with their surroundings through interactive events in cities around the world like New York, London, Munich, and Paris. We partnered with singer and songwriter Ella Mai, chef Angela Dimayuga, model and activist Gabrielle Richardson, and vintage fashion collectors and curators, Brian Procell and Jessica Gonsalves to take their guests on an unplugged exploration of food, music, and art in addition to the outdoors.
Earth Day Petition
We partnered with National Geographic, Outside Magazine, S’well, and The Trust for Public Land (to name a few) to create the Earth Day Petition to make Earth Day a national holiday.
It became something everyone, everywhere could stand behind.
A full page ad announced the petition in multiple national pubs.
On Earth Day, The North Face closed their stores and corporate offices so their employees could go explore.
Global effort. Global recognition. Even from our competitors.
