Uniting two cultures through distinct yet complementary events at iconic venues, the mantra ‘We’re All On An Expedition’ rang true. Attendees embarked on a journey to a hidden open-air cinema, directed by OOH and flyposting.
The North Face Parka has remained at the forefront of winter fashion and expedition for 50 years, as a wardrobe staple from the streets to the peaks.
We needed to launch this icon of expedition to two diverse audiences, Performance and Performance Inspired, rooting the jacket in culture, putting the product and the brand front and centre, showing people that The North Face has been influencing culture since its inception.
Uniting two cultures through distinct yet complementary events at iconic venues, the mantra ‘We’re All On An Expedition’ rang true. Attendees embarked on a journey to a hidden open-air cinema, directed by OOH and flyposting.
Battling the October elements, under the cover of branded blankets and expedition snacks, they witness three specially curated films featuring Sampha and the brand’s epic athletes. Guests had the opportunity to craft an Avatar sporting a Parka jacket on Snapchat. An insightful panel discussion on the concept of ‘expedition’ followed, exploring both nature and self. The nights culminated in an afterparty with sensational live and intimate musical performances by stars like Sampha and Keyra, captivating media, influencers, retailers and ambassadors.
The event was a sell out with media, influencers and brand VIPs all in attendance to mark a special moment in the brands history.
Press coverage in titles such as Hypebeast, GQ, Esquire and GRAZIA . An OTS of 57,961,389 across Europe.
Two cities: London & Berlin
548 Attendees
3.77M social reach