The North Face
ADVERTISING CAMPAIGN
Rewild Your World
The objective of this university project was to increase brand relevance among 20–30-year-olds by aligning with their cultural interests and media behaviors. I worked with two other advertising students for this project. Audience insights revealed a preference for bold, experiential brands, which led to the development of the tagline “Rewild Your World.” We supported this positioning through a multi-channel campaign strategy, combining mass advertising with non-traditional extensions. My role focused on concept development, including a podcast integration, QR-driven partnerships on CAVA packaging, and a community-based club initiative designed to foster meaningful brand engagement.
KEY INSIGHTS
BIG IDEA
BUSINESS CHALLENGE
TARGET AUDIENCE
Concept
Step back out into the world comfortably and effortlessly with The North Face. Grounded in sustainability and fueled by adventure, the "Rewild Your World" campaign calls on the younger generation to disconnect from technology and reconnect with the outdoors. It invites them to embrace exploration as a way to rewire their minds, recharge their spirits, and push their boundaries, all while making meaningful choices for the planet’s future. With durable, purpose-driven gear built to last, The North Face empowers individuals to pursue their aspirations and redefine what’s possible, proving that adventure is everywhere and ready to be embraced with purpose and confidence.
My Role as the Creative Director
This advertisement would be a short-spoken advertisement in between podcast episodes or within long podcast episodes. It would highlight the campaign’s call to disconnect from technology and reconnect with nature, using compelling storytelling and vivid descriptions to evoke the feeling of outdoor adventure. It would showcase The North Face’s durable, sustainable gear as the perfect companion for exploring the world effortlessly and confidently. The ad would seamlessly integrate into relevant podcasts, aligning with themes like personal growth, travel, and health & wellness, which are already targeted toward our target demographic.
The second extension is targeted towards true adventurers, thrill seekers, and outdoor enthusiasts. The video plays out like this:
Scene 1: Man hiking his daily route.
Scene 2: Closeup of an unlaced North Face boot.
Scene 3: Man is tripped by a twisted root.
Scene 4: The roots start to grow out the ground and surround the boots.
Scene 5: The roots laced up the boots and the man is able to get up and hike again.
Scene 6: The man sits atop the mountain he hiked.
Rewild Your World with The North Face.
Creative Extensions
These QR codes will be placed within busy cities such as New York, Chicago, Los Angeles, etc. They will be placed along busy sidewalks, street side posters, and practically any location that may catch the target audience’s eye while walking through a crowded city. The color of these QR codes will be green to signify nature and a calming presence in comparison to where the viewer is currently. The QR code will lead to The North Face website where the user will be taken to a new page that shows viewers suggestions of adventures along with access to the gear that The North Face provides.
This extension focuses on sustainability and community gathering. Cava is a brand build on sustainability and has a focus on health and wellness. Our target audience will be customers at Cava. The North Face will partner with Cava for an enjoyable user experience. At the bottom of every bowl, there will be an embedded QR code. Our target audience is curious young adults who will pull out their phone and scan it. The landing pages will vary to keep the excitement around this going. Landing pages include local community events hosted by The North Face, limited-time sale events, and short essays about the importance of North Face sustainability.
Extra Extensions
The QR code leads to a few different landing pages. One QR code will lead to the run club link. For this campaign, we are creating and holding local run clubs and hike clubs to bring together groups of people in designated areas with similar interests to our target audience. This creates community amongst people and builds friendships, support groups, and possible new adventure groups.
Connecting to Community
Teamwork
Additional Extensions
The North Face will post social media messages about their run club and hike club events. In these posts, viewers will be redirected to the website showing locations, times, and more information about these club events and meetings.
Club events and meetings are open to anyone and everyone from beginners to professionals, conscious consumers, avid earth lovers, and environment enthusiasts. At each event, event-goers receive a free The North Face item and a snack and energy or electrolyte drink. The group will then go on a fun group run or hike and finish the event with a group stretch.
When checking out at The North Face storefront or browsing online, customers will be asked if they would like to apply for and join the loyalty card rewards program.
We decided to do this extension because The North Face is a rather expensive brand. Giving customers this loyalty card will not only connect them to what The North Face stands for (push for adventure and sustainability), but it maintains current relationships with customers and promotes new ones by the rewards/cash back incentives as well as the main card usage to travel/adventure and push their boundaries.
Keeping the target audience’s business with The North Face using the loyalty card not only gives them a reason to continue shopping with them, but it promotes environmental consciousness with the purchases of their eco-friendly items.
Print Ad Series
These AI advertisements made by my coworker show an idea of connecting to nature and unplugging from technology. Together we wanted an ad that communicates the idea of the original wires being roots. The rugged imagery, modern typography, and empowering tone deliver a cohesive message that invites viewers to reclaim their connection to nature through exploration.
This AI advertisement uses a split composition to contrast the confined, tech-filled indoor world with the vibrant freedom of nature, visually reinforcing the tagline, "Rewild Your World." The central figure in office attire is running outdoors. This symbolizes the campaign’s call to action, with their North Face gear seamlessly connecting adventure, purpose, and style. The warm, cluttered indoor lighting contrasts with the natural, sunlit greens, emphasizing simplicity and vitality. Clean, sans-serif typography ensures clarity, while the simple tagline inspires the viewer to return to nature. The tone of this static ad is aspirational, motivating, and freeing aligning with modern explorers who seek meaningful experiences beyond screens.
