The North Face - "We Always Have Your Back"

B-Reel Stockholm, Suécia

1562

Marca: The North Face
País: Estados Unidos

Anunciante: The North Face

Titulo	We Always Have Your Back
Agência	B-Reel
Campanha	We Always Have Your Back
Anunciante	The North Face
Marca	The North Face
Data da primeira Transmissão/Publicação	2023 / 1
Sector Empresarial	Desporto - ao ar livre e atletismo
Filosofia	The North Face has launched a new brand campaign which places the brand back in the great outdoors and as a leader and partner to every explorer out there by reminding its audience “We Always Have Your Back”. Created with agency partner B-Reel, the insight and campaign idea was born from the fact that the logo has always been present on the back of the garment. More specifically on the right back shoulder of those who always lead the way up the mountain. Over time this has become both a stamp of approval and a reminder that the brand has your back every impossible step of the way as you trail on your explorations, big or small. The challenge for the creative agency was to make sure the campaign resonated with the different core groups, whether they’re wearing The North Face as a fashion item on the streets or as technically advanced gear for a mountain exploration, as well as anything that fits in between. This led to the film execution idea, where the anthem piece shows the brand's connection between pop culture and extreme outdoors sports in an epic visual journey from city street level to the top of an impressive mountain peak, using a technologically groundbreaking continuous superzoom. The work reminds younger generations that the brand that is now a streetwear fashion staple, actually began on the backs of some of the most extreme outdoor explorers. One of them being Alex Honnold, legendary climber, star of the Oscar winning film Free Solo and a ‘The North Face’ athlete. Throughout the film, his voice guides the viewer on a visual journey from street to mountain top, where we finally see extreme climber Caroline Ciavaldinian making her way up the face of that said mountain, as the shot zooms in on ‘The North Face’ logo on the back of her jacket, reinforcing the campaign line, “We always have your back”. B-Reel brought together a world-class team to create the work. Overseen by the vision of director Anton Tammi, represented by production company Pine, and groundbreaking shots that were captured with the help of the drone flying team that created the stunning shots seen in Romain Gavras’ latest Netflix Original - Athena. Along with this 60, 30 and 15 second anthemic film piece, the campaign has product-centric short films running to 15 seconds showing different athletes exploring different territories and impressive natural settings as well as a range of photography assets that focus on athletes in action, with the iconic placement of the logo on their backs.
Tipo de Mídia	Integrated Media/360 Activation
Comprimento	60 seconds
Director executivo criativo	Zack McDonald
Estrategista	Thomas Eon
Director criativo	Afshin Moeini
Director criativo	Christian Poppius
Redator	Felix Jörneman
Director de arte	Sofia Skogquist
Brand Director	Caroline Déas Ehrnvall
Brand Manager	Hannal Håål
Senior Producer	Mei Li Heman
Designer	Lisa Nyberg
Produtor da agência	Colony
Produtor	Markus Ahlm
Produtor	Therese Engberg
Produtora	Pine
Realizador	Anton Tammi
Produtor executivo	Adam Holmström
Produtor executivo	Joel Rostmark
Director de fotografia	Olivier Miller
Assistant Director	Alexander Peri
Produtor	Victor Lindström
Pós produção	Rascal Post
Pós produção	WGTAM
Sound Designer	Mattias Eklund
Empresa de design sonoro	Studiofyr
Grade Artist	Joakim Rissveds
VFX Supervisor	Kalle Lundberg
Production Service Company	Trixtr
Produtor	Damir Vajdic
Director de publicidade	Maria Bellitskaya
Director de publicidade	Samanta Gubitta
Client Creative Lead	Jacob Frisk