The North Face Links Logo Placement To Mountain Climbing In ‘We Always Have Your Back’

January saw outdoor wear brand The North Face launch a 60-second film based on the fact that its logo is ever present on the back of its garment which it claims illustrates how the brand ‘Always Has Your Back’.

The objective is to establish and reinforce The North Face’s core positioning as an active, adventure and outdoor wear brand after its recent successful expansion into the urban fashion and streetwear space.

Launched on 19 January, the campaign spans digital, social, retail, print, out-of-home and television across the EMEA region and will run throughout the rest of 2023.

The campaign, which was developed in partnership with creative agency B-Reel, is spearheaded by a hero spot starring climber and brand endorser Caroline Ciavaldini making her way up a huge mountain and voiced by fellow climber ambassador Alex Honnold.

The challenge of the mountain is the focus of ‘We Always Have Your Back’ and after dynamic and powerful footage (some filmed by drone) of the climbing challenge and the spectacular scenery, the commercial’s final scene sees the camera zoom in on the logo placed on the back of a climber’s jacket.

A team at creative agency B-Reel worked on the campaign alongside Director Anton Tammi and production company Pine.

“We love how this campaign takes the story of an unusual yet iconic logo placement and gives it a fresh meaning,” said B-Reel Creative Directors Afshin Moeini and Christian Poppius. The North Face has always had our backs. Literally. And whether you’re an extreme explorer or just in it for the fashion, the brand will always be there.”

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This campaign follows hot on the heels of November 2022’s ‘Beyond The Summit’ project with athlete ambassador Kit DesLauriers and October 2022’s ‘It’s More Than A Jacket’.