ITMAJ
Project:
‘We Play Different’
Our Prompt:
What makes The North Face stand out from the rest?
Concept Exploration:
As a performance brand, can we find a better understanding of what performance means?
Initial ideation lead to a point of differentiation, when we say ‘performance’ in the outdoors, we mean something different than traditional ball sport athletes.
Other activities use ‘play’ as a quantifier.
‘We play basketball’
We just say do.
Photo by Drew Smith
Found Insight:
Others play, We don’t.
the outdoor athlete is different that the traditional ‘ball-sport’ athlete. Outdoor sports aren’t just sports: they’re vocations and life-long passions. the risks they take are real, not necessarily dictated by boundaries, rules, or clocks.
Brand Concept:
Campaign Mocks:
Campaign Billboard Example
Market Activation Example
Athlete Activation / Social Media / Product Example
Final Execution:
New York Times Placement
