The North Face: 2020 reset normal campaign

In 2020, The North Face, an outdoor clothing brand, launched a campaign in the US to boost sales in the winter and make equity and access to exploration normal for everyone.

Campaign details

Brand: The North FaceAgency: Sid LeeCountry: United States

Why is this work relevant for Creative Strategy?

This campaign is the result of cultural analysis, interrogation of qualitative, quantitative and syndicated data sources, and self-reflection on the brand's role within today's culture. Our brand is not the cheapest, most expensive, or even most socially responsible. Our budgets and ambassadors are also not the biggest or well-known. And without knowing what would open in the winter our products were not a high-priority for most consumers. Our success relied on a creative strategy to authentically connect...

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