Challenge
How can The North Face have a stronger online presence?
Insight
When a consumer is planning an outward bound trip extensive online research goes into choosing the right trekking trail.
Idea
We realised that looking at the folds of clothing close-up resembles the contours of a map. That's why we transformed the close-up folds of clothing into detailed maps of the top 20 most searched adventure locations. Each map was made from a product The North Face would recommend for that certain trip.
Role: Writer/Art Director
1. Using ad words our customised maps appeared when people researched famous outward-bound locations.
2. Consumers could explore detailed maps and paths of their chosen destination.
3. It wasn’t until they zoomed out did they realise that the map was actually the sleeve of a North Face jacket.
4. Details would appear describing why this product was perfect for their specific adventure. They could either purchase the product or explore other material maps.
