Challenge
To lead the largest JD campaign for The North Face to date. Challenged to inspire JD consumers to really engage with The North Face and increase their awareness of its availability in JD stores through an impactful brand story based around their heritage of exploration.
Solution
We know Gen Z are a diverse audience who don’t want to be defined; who are keen to seek new experiences through friendships. Through our Explorers Unite campaign we spoke to these needs, with a rallying cry to never stop exploring, re-defining yourself, seeking out your world, your style, and your personal limits. The campaign celebrated the many forms of exploration from music and art to style, culture and the outdoors. Each area was represented by one of our six explorers including Manchester’s very own urban artist Aitch.
We also held an Explorers Unite activation event that influencers and competition winners were invited along on, hosted by Specs Gonzalez. The destination was a climbing centre where event goers had the opportunity to explore through Hip Hop karaoke, climbing walls and fashion and art workshops. All culminating in the live performance by Aitch. And of course, covered all over social media.
Results
In a first for a campaign of this kind, JD and The North Face are looking to take the narrative forward to further executions, showing we were able to deliver a long idea that can continue to deliver for the brand.
