The North Face
Discover Your Trail
Strategy, Campaign, Design, Film
The North Face
Discover Your Trail
Strategy, Campaign, Design, Film
The North Face is a legend in the outdoor adventure space.
But the approach they pioneered—sponsoring the exploits of extreme outdoor athletes—is no longer as own-able or relevant as it once was.
The North Face is a legend in the outdoor adventure space.
But the approach they pioneered—sponsoring the exploits of extreme outdoor athletes—is no longer as own-able or relevant as it once was.
The North Face
Discover Your Trail
Strategy + Campaign + Design + Film
The North Face is legend in the outdoor adventure space.
But the approach they pioneered—sponsoring the exploits of extreme outdoor athletes—is no longer as own-able or relevant as it once was.
What they need today, is a new chapter in their story. One that is true to their adventurous spirit. But can speak to a broader, wider, more diverse audience.
We call this audience, The Next Generation of Trail. They are an amalgamation of avid trail runners and hikers. Some run in pairs, others hike twenty deep. Some crush mountain trails, others stroll city parks. What unites them is their love for the trail. We set out to uncover, why.
The North Face
Discover Your Trail
Strategy + Campaign + Design + Film
The North Face is legend in the outdoor adventure space.
But the approach they pioneered—sponsoring the exploits of extreme outdoor athletes—is no longer as own-able or relevant as it once was.
One of the first things the Next Gen taught us became the premise of our campaign; the idea there is a trail for everyone. And that whether you're a newbie or a trail junkie, a nature lover or a thrill seeker, if you get out there and keep trying you'll eventually discover your trail.