Campaign details
Brand: The North Face Brand owner: VF Corporation Entrant company: McCannIdea creation: McCann Shanghai Market: Greater China Sector: Clothing, apparel Media channels: Word of mouth, Influencers, KOLs, Outdoor, Out-of-home, Point-of-purchase, In-store, Merchandise & free gifts Budget: 500k - 1 million
Executive summary
Winter is the time to “Never Stop Exploring”. It’s the belief of The North Face (TNF), a leading outdoors brand. But in Chinese culture, cold winter is the time to stay warm indoors. Even the outdoorsy Chinese weren’t travelling. The...