Reset Normal - The North Face
Brief - A run of the mill brief to promote the Spring summer 2020 Collection.
Insight & Idea - In 2020 everyone was desperate to ‘get back to normal’. Our team’s insight was ‘normal’ wasn’t great to begin with. Inequality, poverty, pollution, let's not go back there. Also, not a very optimistic time for The North Face to be selling outdoor clothes to a stuck at home audience. A question was asked, why not use this extraordinary global moment to Never Go Back To Normal. I turned that thought into an actionable pledge-driven idea and renamed the campaign Reset Normal. We pitched it, ensuring The North Face itself would take action. A product campaign quickly morphed into a corporate wide initiative.
Work - Along with an anthem film, Alex Honnald and the North Face athletes each pledged positive changes in their personal lives in films and print that played across media. Working with Lena Waithe and Jimmy Chin, The North Face were inspired to launch a $7m Explore Fund Council as their corporate pledge to Reset Normal and increase equal access to the outdoors.
Sid Lee - ECD Mariota Essery, CD Brad Getty, CD Ben Becker
As part of The North Face’s own corporate pledge to Reset Normal a $7m Explore Fund Council was established. Working alongside Emmy and Academy Award winners Lena Waithe & Jimmy Chin, this global fellowship was tasked with bringing together experts across culture, entertainment, academia and the outdoors to support more diverse access to exploration.
