The film is set to be a homage to outdoor and mountain sport: The North Face shows both the positive and negative sides and places them opposite each other: Pain versus Perspective and Crazy versus Calculated. All asking the question: What really is madness? The primary aim of the campaign is to push back against the crisis in the outdoor sector.
The North Face Marketing Offensive
In Germany, the film will be shown by the broadcasters RTL, Pro7, Pro7MAXX, DMAX and Kabel 1zu. Some of the more negative, rougher sides of the outdoor world will be shown in the video, but also with all the emotions that come with outdoor sport.
“This campaign comes at a time in our brand’s history when exploration – of all kinds – matters more than ever. As a society, we are questioning traditions, systems and institutions. What was considered beyond the norm yesterday, even impossible, is commonplace today. We rally behind and celebrate those who have the courage to take on the unknown and define success in their own way,” said Todd Spaletto, President of The North Face, of the campaign.
The North Face belongs to the VF Corporation, which also owns well-known brands including Vans, Wrangler and Nautica.