The North Face has always been about getting people outdoors. The brand's new campaign -- the largest in company history -- takes a more personal approach to encouraging consumers to explore the lands around them.
"The whole point of this spot was really to tap an emotional chord with people -- to connect with people emotionally about the idea of exploration," said Aaron Carpenter, VP-global marketing at The North Face. "We've always been a brand that's always been associated with Everest and pushing your personal boundaries, and we wanted to make that a little more personal with people."
The campaign centers around a spot called "Your Land," featuring a cover of Woody Guthrie's "My Land is Your Land," performed by the American rock band My Morning Jacket.
The spot launched on YouTube this week and will debut on national TV Nov. 9 during NBC's broadcast of Sunday Night Football. "Your Land" will run through the end of December on NBC, ESPN, USA Network and Comedy Central, among other networks. The campaign will also be supported by advertising across digital and social channels such as Hulu, YouTube, ESPN, VICE and Facebook, starting Nov. 10.
The North Face, which reached $2 billion in sales last year, is stepping up its marketing efforts. Mr. Carpenter said The North Face increased spending 50% on the current campaign, compared to its last major brand campaign.
"We're at a place where we're a real leader in the outdoor sports world," said Mr. Carpenter. "We're just gaining influence, and we want to use the spot to inspire people."
As part of the campaign, The North Face is donating money to conservation efforts by the U.S. Department of Interior, which aim to recruit youths and veterans to restore America's public lands. My Morning Jacket is also donating a portion of proceeds from the song, which is downloadable on iTunes.
The campaign also includes social and experiential marketing components. To actually get people outdoors, The North Face #SeeForYourself taxi is roaming the streets of New York this week offering riders a chance to get out of the city and have an outdoor adventure. The North Face is hoping to bring this experience to between 40 and 50 New Yorkers. The brand is also encouraging people to use the hashtag #SeeForYourself on social media to document their own outdoor experiences.
Mekanism led the brand campaign, while Factory Design Labs built the web experience. ACE Content handled the taxi experience, and NA Collective worked on the experiential elements. The North Face also enlisted NRG for the mobile tour, Edelman for public relations and Yonder, which helped craft a list of 50 amazing places for Outside magazine.