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The North Face Turns 50 and Celebrates with “Question Madness” Advertising Campaign

Outdoor brand The North Face is celebrating its 50th birthday with an emotional brand campaign. The global campaign will play out over social media and, in particular, on TV. The title of the film at the center of the campaign is Question Madness. 

Crazy or brilliant? The North Face plays the contradictions against each other in its campaign.
Crazy or brilliant? The North Face plays the contradictions against each other in its campaign.

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.

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