TNF100 is an ultra trail of 100km long, one of the toughest race of all, with thousands of participants attending every year. However, for the past three years, everything had to stop:

* Gansu ultramarathon tragedy: 21 runners died after an extreme weather change in a government-run 100km trail running race held in north west China.

* Multiple citywide lockdowns: Over the past two years, China’s zero-Covid policy led to multiple full or partial lockdowns in at least 27 cities across the country, affecting up to 180 million people, according to CNN's calculations.

How do you promote a race of a hundred kilometers, canceled for the last 3 years in a row? And how to bring back its relevance?

Our solution? TNF100 reasons to get back to trail - an integrated campaign including a 5-min long online film, a series of social posters, and a giant “100 reasons” billboard in the center of Shanghai. This project is entirely user generated; it has been made possible thanks to 100 professional runners and influencers. They took part in the conception and production of this campaign, providing their pictures, videos, even voices to support their own reasons to get back to trail.

TNF100 is one of the biggest ultramarathon IPs in the country; The North Face created it 10+ years ago, and has gathered over the years a tremendously active community of runners and brand lovers.

Our approach was to leverage on our community to explain why we all need to go back out there, and keep running.

TNF100 reasons to get back to trail - an integrated campaign including a 5-min long online film, a series of social posters, and a giant “100 reasons” billboard in the center of Shanghai. This project is entirely user generated; it has been made possible thanks to 100 professional runners and influencers. They took part in the conception and production of this campaign, providing their pictures, videos, even voices to support their own reasons to get back to trail.

+200% Race Participants

+ 60M global impressions

+ 25% followers