The North Face Launches Spring/Summer 2015 Brand Campaign “Power In Me”

The North Face^® will launch its Spring/Summer 2015 multi-channel campaign, “Power In Me”. Through this campaign, the brand rallies all to explore the world and discover their true potentials. Through awe-inspiring short films featuring The North Face^® record-breakers and afterhours explorers, the campaign deep dives into the human psyche, examining the power within that translates the desire to explore into action.

The centrepiece of the brand campaign are three films that take closer looks at explorers who channel their inner powers to overcome challenges to live a life of exploration. The films, “Untouched Ground”, “Always Moving”, and “From Five To Nine” feature alpinist David Goettler, ultra trail runner Lizzy Hawker, and Fearghal O’Nuallain, a London-based afterhours explorer, respectively. To support the films, the brand is also releasing a 30-second brand spot that sums up the journeys of Goettler, Hawker, and O’Nuallain. The films will be distributed through the brand’s digital and retail networks, as well as a European media campaign. In Italy it will be shared on some outdoor and sports websites, during the months of March and May 2015. The brand’s key breakthrough product technologies- Thermoball™ and FuseForm™, also featured in the films, will be integrated into the brand’s campaign activities in all communications channels.

Following up on the films will be experiential opportunities for the audience to live the thrills of exploration. The North Face^® will be giving consumers a chance to discover the great outdoors with dedicated retail and social programs. On the retail end, select The North Face® stores will be organizing night hikes led by the brand’s athletes; on the social end, the brand will be activating outdoor experts and enthusiasts in Western Europe to co-curate the 25 best hiking trails between London and Cortina D’ampezzo. This crowd-sourced hiking trail will be documented as a digital relay with instagram as the virtual baton.

The final leg of the crowd-sourced hike ending in Cortina will serve as the lead into the ninth edition of The North Face® Lavaredo Ultra Trail on June 26. The ultra trail will round off the brand’s Spring/Summer 2015 season of exploration in the most spectacular places of the Italian Dolomites.

“At The North Face, we believe that the desire to explore is in all of us. We celebrate those who pushed their limits to feel the thrill and joy of the unknown. The “Power In Me” campaign is about sharing these explorers’ extraordinary stories to inspire and enable everyone to explore more,” says Jeremy de Maillard, VP of Marketing & e-Commerce, The North Face EMEA

To see the film and explore more please visit: www.thenorthfacejournal.com/the-power-in-me