Brief: Create a product, and corresponding campaign, for The North Face Cookset that integrates with the company’s established brand loyalty, identity, and credibility. Target: Prosperous, 25 - 34 year old males in urban communities Info: Product will reduce the fear of leaving the comfort of an urban environment and adventuring into the outdoors. The product will provide options, comfort, and ease for urban dwellers who may lack appropriate outdoor living skills. Solution: Through an array of platforms, we will reach our target and demonstrate the product’s benefits, ease, availability of options, with the goal of planting the idea of the outdoor adventure.
Print // Magazine
We’ve tested our jackets in 70 mph winds, placed our tents in tsunami-like downpours, and we have been with you during your greatest expeditions across the globe. Now we are proud to introduce The North face Cookset. The lightest and most compact cook set that provides a magnitude of options for a great meal while exploring the backcountry. Go to www.letthefeastbegin.com if you’re feeling up for the challenge.
Guerrilla // Subway Takeover
Subway Takeover This campaign is all about creating the feeling of being outdoors and going camping, so why not remind people what they’re missing when they’re 30 feet underground?
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www.letthefeastbegin.com
The North face Cookoff
The North Face Cookoff Event that will take in parks near large cities such as Central Park, NY. Prior to the cook off individuals will be chosen to compete in a cooking challenge. They will be given identical ingredients and be challenged to create a meal using only the cookset. There will also be areas for people to try different food samples made with the cookset.
Web // Let The Feast Begin Microsite
Social // Facebook & Twitter
North Face On Campsites: A touring North Face tent will visit various camp sites and music festivals across the nation. Consumers will follow the tent through the use of social networking sites like Facebook and Twitter. This will further our connection with our consumers