As a no.1 outdoor brand in Korea, The North Face wanted to go beyond the realm of outdoor activities; rather to position itself as the spirit of challenging to target audiences, especially young targets in 20s and 30s. We thought that the most effective way to give a brand message is to let targets involved into the brand activities by themselves. Thanks to this event, the customers who walked into this pop-up store could experience such a great adventure with unforgettable memories in their lives and got a powerful impression on this brand.

This campaign was only for Korean consumers for the first place but we thought that the content of this video is good enough to give an inspiration to global audiences as well. Therefore, we have been using YouTube channel as a main media platform and other Korean online channel such as Naver, Daum and other Korean communities as a sub media platform to spread out this video as much as possible. Thanks to all the positive reactions online, it was also made into a 30-second TV commercial for more people to see.

It has reached over 10 million views on YouTube, featured on over 150 global media including Adweek, NBC and many more, and 230 thousand people have shared it through various social media outlets, such as Facebook and Twitter. Once the campaign was featured on the cover of Adweek, more than 160,000 people have viewed and shared within two days. Not only it remained on the top of Adweek’s ‘most popular’ section throughout the week, but also the campaign continued to spread rapidly among global audiences. This campaign awakened people’s adventurous spirit and bringing energy to their lives. It is important to note that the campaign continues to spread rapidly through other media among global audiences.