News

The North Face targets the ‘explorer in every Chinese person’

Outdoor clothing brand The North Face has launched a new campaign in China targeting “the explorer in every Chinese person”.

The campaign, which features The North Face’s brand ambassador Jimmy Chin, is to run in mainland China, Hong Kong and Taiwan.

Andrew Price, global chief creative officer at Factory Design Labs, the agency behind the campaign, said: “From an executive level, through all the teams and partners involved, we agreed it was time for a marketing shift. It is time for The North Face to supplement product messaging with a discussion about what really matters, the experience of exploring your world.”

Neville Lin, APAC marketing director for The North Face, added: “There is an explorer in every Chinese person and The North Face is the best catalyst and friend to help unleash that explorer. What makes the ‘never stop exploring’ spirit resonate especially in the hearts of the Chinese people is the true and passionate emotion that exudes from the attitude and stories of explorers such as Jimmy, Sun Bin, Gu Yue and many more.”

“To us, exploration is more than being out in the wild. It is discovering and celebrating the unknown every day! It is the joy of living like a curious kid every day! It is a journey that never stops inspiring us every day,” he said.

Credits:

  • Managing Director : Sook Ping Chow
  • Creative Director : Kelvin Leong
  • Planning Director : Jolin Guan
  • Account Director : Darrell Chang
  • Account Manager : Cindy Shen
  • Art Director: Keith Wang
  • Copywriter: Maizy Ruan
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