The North Face: Red Flag

The North Face created the ‘Red Flag’ campaign to raise awareness of the brand in China. The aim was to also break the cultural barrier by inspiring Chinese consumers to start exploring more.

The North Face: Red Flag

Ogilvy Shanghai

SUMMARY

When The North Face opened its doors in China it faced an unusual but exciting challenge: How to inspire the affluent urbanites to ‘go outdoors’? With a modest budget of little over USD 1 Million to work with, we decided not to ‘sell the jackets’ which was the usual practice, but instead to sell the experience of exploration itself. To help us do this, we created a highly actionable platform we called ‘planting a flag’ to signify the thrill that comes with ‘conquering’ a territory - the twist being that this would...

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