Gold: celebrating with new campaign
The North Face launches the “Question Madness” campaign in Australia and New Zealand, a global brand campaign as part of its golden jubilee.
Over the past five decades, the brand’s commitment to exploration – from the peaks of the Himalayas to city sidewalks – has remained unchanged, and continues to drive the brand’s work across retail, advertising and customer engagement.
The campaign’s digital content series showcases athletes from throughout the brand’s history finding joy and fulfilment along their own paths of exploration as they break perceptions, redefine success, and inspire others to do the same.
The campaign features breathtaking imagery captured from remote places around the world, with much of the footage shot by athletes while on expedition and is set to Cat Stevens’ song Miles From Nowhere.
“Question Madness” examines individual motives for exploration and the gratification that comes from pushing norms and boundaries and hoping to inspire consumers to do the same – while promoting the notion that exploration is about moving forward as individuals and as a society.
Stacy Peralta, a legendary skateboarder, surfer and filmmaker, and director of the campaign’s digital shorts, says, “The fine line between progress and madness is something athletes cross and re-cross daily. “I’ve spent time around athletes and in my opinion they’re really misunderstood. The rest of us assume it’s madness, but what they’re chasing isn’t a tangible reward – it’s greater than that.”
The campaign will be rolled out through social media, retail stores, wholesale accounts, print advertising and out-of-home media with a tram wrap in Melbourne city (pictured).
“Question Madness” features brand athletes Xavier De La Rue, Emily Harrington, Alex Honnold and Renan Ozturk.
Sydney-based True Alliance is the sole distributor of The North Face apparel, footwear and equipment in Australia and NZ.