The North Face: Finding True North

For this campaign, outdoor apparel brand The North Face tapped into Chinese cultural nuances to reach urban consumers who were seeking get-aways from the mounting social and economic pressure of city life.

The North Face: Finding True North

Ogilvy & Mather, Shanghai

Summary

This is the story of a brand that, in the chaotic of booming China, lost its direction but then found it again by helping urban Chinese find theirs.

It's also a case of how in the immature Chinese advertising market, where media spending is often the primary weapon, cultural analysis was the secret to shaping a category-breaking solution that went beyond communications.

It is a story of how a small spark started a prairie fire.

Good business ?

In the past 10 years, the Chinese outdoor apparel market had...

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