Situation: Tapping on the fact that every winter, while real children in rural areas don’t have the necessary clothes for cold weather, mannequins in our stores get to wear the newest and warmest winter collections.

Brief: Helping millions of underprivileged children who don’t have the necessary clothes for cold winter. That is the mission for Wardrobe of Love, the biggest chinese NGO providing warm clothes for needy children. A mission in which The North Face, as the world’s most advanced clothing brand for extreme conditions outdoor, tried to play a role.

Objectives: Drive public awareness, get as many donations as possible

Tapping on the fact that every winter, ?while real children in rural areas don’t have the necessary clothes for cold weather, mannequins in our stores get to wear the newest and warmest winter collections. On China’s national charity day, The North Face decided to swap places with the underprivileged; turning all its window displays into a place to switch the warmth where it is needed.

Implementation: Instore, TNF retail, China

Timeline: During 1 week, mannequins were dressed with next to it an underpriveleged child. Then, on National's charity day, TNF mannequins were naked, and the child finally dressed.

Placement: All TNF Window displays

Scale: Nationwide