The Brief

We wanted to create interaction between The North Face as an outdoor brand that encourages exploration, and customers at point of purchase. The brand tells people to “never stop exploring”, and we wanted consumers to do just that.

Creative Execution

The Explore Map was a great way to show people that there are so many places in this world they have yet to explore. No matter how adventurous or well-travelled you are, there are still many places you haven’t seen. Why not do so with the brand that encourages you to never stop exploring: The North Face?

Describe the creative solution to the brief/objective.

1,500 red pins were strategically placed together to form The North Face logo in the bottom corner of a huge world map, prompting customers to take a pin and mark the places they want to explore. The map was placed in the biggest The North Face retail outlet in Manila, where, in just one week, a quarter of the logo’s pins were placed all over the map.

Results

Sales shot up 38%, an encouraging increase from last year’s sales of the same quarter. The map has become a popular attraction and has been featured in blogs and websites.