The North Face – Never Stop Exploring

The North Face a dévoilé hier sa première campagne de marque internationale, intitulée « Never Stop ».

Pour la première fois, The North Face est au delà de son cercle habituel de snowboarders et d’escaladeurs pour redéfinir la notion d’exploration. Bien que la marque continue d’utiliser la signature « Never Stop Exploring », cette campagne « est l’opportunité de changer notre façon de nous exprimer » a déclaré Courtney Blacker, Directrice Marque et Marketing. Elle a par ailleurs ajouté : « Cette campagne va au delà du physique et explore les limites des compétences intellectuelles, émotionnelles et créatives de chacun. »

La campagne se compose essentiellement d’une publicité, réalisée par l’agence Mekanism. La publicité ouvre sur une jeune fille qui se met à rêver et se mettre dans la peau des athlètes The North Face comme Conrad Anker, Paige Claassen, Xavier De Le Rue (que nous avions interviewé en novembre dernier lors de Montagne en Scène) et Tom Wallisch mais aussi les explorations et découvertes d’un photographe, d’un scientifique et d’un spécialiste de biologie marine.

« Que ce soit dans des situations épiques ou dans leur quotidien, nous souhaitons inspirer les gens à découvrir leur passion, leur rêve et de les poursuivre sans relâche » a déclaré Todd Spaletto, président de The North Face.

La campagne « Never Stop » fait suite à la campagne de l’année précédente, « This Land is Your Land », qui, soutenue par un plan média 50% plus important que la moyenne pour la marque, a permis à The North Face de terminer l’année en croissance. En effet, les derniers résultats trimestriels indiquent une croissance de plus de 10% en Europe et en Asie-Pacifique.

La campagne “Never Stop” de The North Face sera lancée largement durant le dernier trimestre de l’année avec notamment 10 pays clés que sont les Etats-Unis, le Canada, l’Allemagne, le Royaume-Uni, la France, la Chine, la Corée du Sud, l’Australie, le Népal et Singapour. La publicité sera diffusée sur les médias on et offline les plus importants de chaque pays et des exécutions « out-of-home » devraient voir le jour par ailleurs.

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