The North Face China: Finding True North

Tom Richardson and Morgan Cao

This campaign for North Face, an outdoor apparel brand, targeted white collar workers in China who feel like they have lost their way in life (in Chinese, they "can't find North").

The North Face China: Finding True North

Tom Richardson and Morgan Cao

Campaign details

Brand owner: VF CorporationAgencies: OgilvyOne, ShanghaiBrand: The North FaceCountry: ChinaChannels used: Events and experiential, Games and competitions, Internet - general, Online video, Outdoor, out-of-home, Point-of-purchase, in-store media, Print - general, unspecified, Public relations, Social media, Sponsorship - event or property, Word of mouth and viralMedia budget: 1 - 3 million

Executive summary

In recent years, researchers have started to whisper the unthinkable – that white-collar workers in Chinese cities are beginning to doubt the ideal...

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