Summer Base Camp
The North Face

The brief - Always looking to improve a client’s story, I felt there was a need for The North Face to better link their highly disconnected brand values and advertising with their siloed off social media presence and finally their heavily discounted e-comms platform which undercut everything. So we gathered the creative team in search of a proactive idea that could better connect all three and convince the client to try it.

Idea - For anyone that knows me, I believe that before any good idea comes a simple, emotionally true, tension filled insight. And in Pandemic 2020, with Summer Camps cancelled, a lot of working parents (myself included) were looking after our kids at home, while juggling work and slowly losing our minds . What if we created an online Summer Camp? We could use the North face athletes to give out virtual lessons, and the whole family could participate.

Work - We pitched it, The fine folks at North Face dug it and our creatives faced a different kind of challenge in programming a two week camp curriculum. Not your average day at the office. Week one was centered on exploring the world right outside our homes and around our neighborhoods. The second week expanded the lens and was more globally focussed. We created a bunch of promotional materials that drove 20k+ sign-ups, comprised of 80% new customers, with every family sharing their camp creations on social. We ensured The North Face linked back to their products wherever possible and the story had synergy across all channels.

Sid Lee: ECD Mariota Essery.  CD Kelly Warkentien & Steven Townsend.