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...