The Challenge:
Our Approach:
The Wild West marked a period of tense conflict in American history and culture: wilderness versus civilization. Born from this conflict were controversial heroes, outlaws and cowboys—not quite wild and not quite civilized, but lost somewhere in between those lines. Now we look at the conflict within our own culture. Today, kids are more than often lost. Lost in sports, lost in schoolwork, lost in life without a clue what they’re doing, or lost in a sea of expectations without any idea of how to meet them—or even if they want to meet them. So like cowboys and outlaws, our The North Face spec campaign encourages these young buckaroos to embrace living outside of expectation, to get lost, and to feel free.
I began by crafting a "Big Idea" to act as a foundation for this campaign, including a leading strategy, human insight, campaign manifesto, tone words, and a powerful, direct tag.
Campaign Activations
Once we had our foundational idea and all it's details ironed out, we moved on to developing specific activations, extensions, and partnerships of our campaign. We needed this idea to show up and be perceived in the real world, so our extensions just as wild, unexpected and off the beaten path as our campaign is.
