Cannes Lions

The North Face "Walls are Meant for Climbing" boards turned social tensio

SID LEE, Culver City / THE NORTH FACE / 2018

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Overview

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Credits

OVERVIEW

Description

The idea was simple: hijack the most powerful cultural conversation of 2017 to get more people to not just think positively about walls, but to climb them. From this idea was born Walls Are Meant For Climbing, a Global Day Of Climbing supported by a provocative call to action that hit billboards across the globe, as well as a vertigo-inducing stunt in which The North Face athletes climbed the aforementioned billboards. Then, on August 19, The North Face provided free access to climbing gyms across the globe, before donating $1m to The Trust For Public Land to create new climbing walls in underserved communities.

Execution

Simple, bold billboards carrying our provocative message (Helvetica Neue bold, if you’re really interested) became climbing walls for some of the world’s top climbers in 5 cities across the globe. This was followed up by a day of free climbing at over 50 climbing gyms and a $1m donation to The Trust For Public Land in order to build new walls in underserved communities.

Outcome

- 80M total impressions from global media coverage

- 4M total engagement rate

- 31+ earned media stories

- 15k climbers worldwide participated in Global Climbing Day (8/19/17) and a total of 20k climbers over the course of the first-week post launch

- Print Impressions: 1,717,278

- OOH Impressions: 3,269,416

- Podcast Impressions: 1,078,000

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