North Face has launched an action-packed campaign in China – the first from creative agency Mother Shanghai – with the aim to grow the brand by encouraging exploration of this summer.
The brand wants to encourage a whole new generation of outdoor enthusiasts with growing leisure time and options, building energy and community all whilst remaining authentic.
“The North Face has always believed that adventure is there for the taking. Our campaign brings this, encouraging more people to take a deep breath and go. All perfectly timed for the summer season, when natural beauty is open to explore,” said Winson and Wanshi, Creative Partners at Mother in Shanghai.
It’s high summer, and we follow a group of kayakers into a lake they’ve discovered by accident, perfectly encapsulating the belief that the outdoors is for everyone and everyone to be together.
The work will play out from June across The North Face-owned stores and platforms – plus paid media in social – in China.
Client: The North Face
Campaign: Go Explore
Agency: Mother Shanghai
Creative: Mother Shanghai
Director: YUANN / kidzfrmnowhere.
Assistant Director: Yidi Mao
Director of Photography: Xiaoyang Jin
Art Director: Shawn
Casting: Fafa / Evita Ren
Production Company: kidzfrmnowhere.
Producer: Evita Ren
Production Manager: Fong
Associate Producer: Niki
Production Assistant: Fafa/ Xiaoxi
Editor: YUANN / kidzfrmnowhere.