FRED & FARID Shanghai creates “Face The North Face” campaign for The North Face

The iconic outdoor brand, The North Face, has unveiled its latest campaign, “Face The North Face”, crafted in collaboration with FRED & FARID Shanghai. This initiative transcends conventional brand outreach, targeting not only the seasoned outdoor enthusiasts but also a broader urban audience across tier one cities in China and Greater China.

The North Face, known for its high-quality, durable, and high-performance gear, has always catered to those who thrive in the outdoors. Yet, as winter unfolds its challenges with the economic chill in China, marked by a real estate downturn and rising youth unemployment amid global uncertainties, the brand extends its narrative. It’s a call to embrace the cold, the tough, and the unforgiving, much like the harsh conditions of the brand’s namesake, the north face of a mountain.

“Face The North Face (直面北面)” is more than a campaign; it’s a narrative echoing the brand’s enduring spirit of “NEVER STOP EXPLORING”. The campaign kicked off with a nostalgic 30s anthem film, airing in 263 cinemas across 12 cities. This is complemented by a series of Out Of Home (OOH) LEDs, and media pushes on WeChat and TikTok, laying a robust foundation for a season-long engagement with the audience.

As the winter season progresses, the campaign will unveil 9 different content films, a series of 10 Key Visuals (KVs), and over 300 supporting images across all The North Face stores nationwide. Each piece of content, meticulously crafted, aims to resonate with the tenacity and resilience required to face adversities, be it the cold wilderness or the urban grind.

FRED & FARID Shanghai encapsulates the cultural relevancy of “Face The North Face (直面北面)” in today’s China, embodying the spirit of exploration and resilience. This collaborative venture is envisioned as a beacon of encouragement, fostering a community ready to face adversities head-on.

Feng Huang, President and Executive Creative Director at FRED & FARID Shanghai, shares, “The essence of this campaign extends beyond the rugged terrains; it’s a metaphor for life’s adversities. ‘Face The North Face (直面北面)’ is not just a call to embrace the outdoors, but a broader invitation to face life’s challenges with a spirit of exploration and resilience.”

The campaign narrative extends to a plethora of activations supporting The North Face’s various events like TNF Mountain Festival, TNF Everest Expedition, TNF Summit Club House, TNF Urban Ride, and TNF Snow Festival.

Credits
Title of ad: Face The North Face
Client: The North Face
Agency: FRED & FARID Shanghai
Chief Creative Officers: Fred & Farid
Executive creative director: Feng Huang
Group Creative Director: Adrien Goris
Creative Group Head: Billy Liao
Senior Art Director: Billy Liao, Zoe Zhao
Art Director: Mingchen Shentu, Zoy Wang
Junior Designer: Tomato Ye
Copywriters: Adrien Goris, Peilin Guo
Strategy: Karen Ge, Karas Huang, Azure Li
Account Supervisors: Paul Lin, Quinn Jiang, Jenny Wei
Production Company: FRED & FARID Production
Executive Producer: Charles Renard
Producer: Caroline Wei
Editor: Henrik Pierce