The North Face Pledges to Feature More Women in Ads

'Move Mountains' campaign reflects brand's gender parity efforts

Published On
Apr 02, 2018

Editor's Pick

Look for more female representation in future marketing from the North Face. The outdoors brand is committing to having an equal number of men and women in all its advertising moving forward, the VF Corp.-owned brand says. It's starting with "Move Mountains," a global campaign sharing the stories of female athletes, that debuts on Tuesday.

"This campaign is about acting in a way that we want the world to be," says Tom Herbst, VP of global marketing at The North Face. "We feel like we have a responsibility and an opportunity to help this new generation see more role models."

The push will include print and out-of-home advertising, as well as several digital videos airing on social channels. The spots will include alpinist Hilaree Nelson, climbers Ashima Shiraishi and Margo Hayes, and runner Fernanda Maciel, as well as actress America Ferrera and NASA scientist Tiera Guinn Fletcher. While Herbst declined to say how much the brand is spending on the push, he noted that this will be the 52-year-old brand's largest monetary and media investment in a spring campaign to date. The North Face spent $10.4 million on measured media in the U.S. last year, according to Kantar Media.

"We are sometimes seen largely as a cold weather brand," says Herbst, noting that the brand is trying to push more summer products as well. The North Face is expanding its women's collection with new tights and bras later this month.

The brand, which worked with Sid Lee on the new campaign, has been testing gender parity in social media marketing for the last year before making a formal pledge. The North Face's number of Instagram followers increased by 37 percent in 2017 over 2016, a spokeswoman says.

In addition, The North Face is opening two women-focused stores later this year, collaborating with the Girl Scouts of the USA on 12 new outdoor adventure badges, and expanding its female exploration grants program.

Last year, the brand saw global revenue grow 4 percent, including 8 percent in the fourth quarter. It is one of VF's top-performing labels.

Credits

Date
Apr 02, 2018
Brand:
The North Face
Client:
The North Face
Agency:
Sid Lee
Head of Global Marketing:
Tom Herbst
Director, Global Brand Management:
Mike Ferris
Creative Director:
David Carrewyn
Senior Brand Marketing Manager:
Cara Williamson
Art Director:
Grace Jehan
Social Media Manager:
Kiyome Okikawa
Brand Media Manager:
Johanna Poch
Director, Communications:
Jessica Hollister
Corporate Development and Community Giving Manager:
Rachel Gray
Global Executive Creative Director:
Kristian Manchester
Executive Creative Director:
Daniel Chandler
Creative Director:
Claudia Chagui
Creative Director:
Brydon Gerus
Associate Creative Director:
Ruben Beddeleem
Associate Creative Director:
Annie Chiu
Associate Creative Director:
Betsy Decker
Copywriter:
Lizzy Hopkinson
Art Director:
Elliot Eliash
Designer:
Yoshie Hozumi
Designer:
Daniel Soderstedt
Account Director:
Kelly Quinn
Account Supervisor:
Rachael Ehrlich
Strategist:
Samantha Smith
Global Head of Production:
Claudia Roy
Senior Producer:
Christina Villaflor
Producer:
Viveka Garza-Gomez
Production Coordinator:
Katie Schray
Photographer:
Laurel Golio
Production:
Kindly Productions
Producer:
Echo Hopkins
Producer:
Sarah-Jane Ashby
Production Company:
Humble
Director:
Natalia Leite
President:
Eric Berkowitz
Founder:
Eric Berkowitz
Managing Director:
Rich Pring
Executive Producer:
Rich Pring
Head of Production:
Mari Geraci
Line Producer:
Stine Moisen
Post Production:
Postal
Editor:
Mandy Brown
Assistant Editor:
Samantha Cook
Motion Graphics:
Keith Fenter
Managing Director:
Jason Mayo
Post Producer:
Jody Peters
Color:
Company 3
Color Producer:
Stefan Sonnenfeld
Sound Mixing:
Lime Studios
Executive Producer:
Susie Boyajan
Mixer:
Matt Miller
Audio Assistant:
Lisa Mermelstein
Music:
The Teenage Diplomat
Music Track:
The Future is Female
Music Track By:
Madame Gandhi Ashima

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