The North Face - "We Always Have Your Back"

B-Reel Stockholm, Sweden

1564

Brand: The North Face
Country: United States

Advertiser: The North Face

Title	We Always Have Your Back
Agency	B-Reel
Campaign	We Always Have Your Back
Advertiser	The North Face
Brand	The North Face
Date of First Broadcast/Publication	2023 / 1
Business Sector	Outdoor Sports & Athletics
Philosophy	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.
Media Type	Integrated Media/360 Activation
Length	60 seconds
Executive Creative Director	Zack McDonald
Strategist	Thomas Eon
Creative Director	Afshin Moeini
Creative Director	Christian Poppius
Copywriter	Felix Jörneman
Art Director	Sofia Skogquist
Brand Director	Caroline Déas Ehrnvall
Brand Manager	Hannal Håål
Senior Producer	Mei Li Heman
Designer	Lisa Nyberg
Agency Producer	Colony
Producer	Markus Ahlm
Producer	Therese Engberg
Production Company	Pine
Director	Anton Tammi
Executive Producer	Adam Holmström
Executive Producer	Joel Rostmark
Director of Photography (DOP)	Olivier Miller
Assistant Director	Alexander Peri
Producer	Victor Lindström
Post Production	Rascal Post
Post Production	WGTAM
Sound Designer	Mattias Eklund
Sound Design Company	Studiofyr
Grade Artist	Joakim Rissveds
VFX Supervisor	Kalle Lundberg
Production Service Company	Trixtr
Producer	Damir Vajdic
Advertising Manager	Maria Bellitskaya
Advertising Manager	Samanta Gubitta
Client Creative Lead	Jacob Frisk