Title | OUTDOOR ESSENTIALS |
Brand | THE NORTH FACE/PRIMER GROUP |
Product / Service | OUTDOOR GEAR |
Category | B02. Consumer Products |
Entrant | ACE SAATCHI & SAATCHI Makati City, THE PHILIPPINES |
Entrant Company: | ACE SAATCHI & SAATCHI Makati City, THE PHILIPPINES |
DM/Advertising Agency: | ACE SAATCHI & SAATCHI Makati City, THE PHILIPPINES |
Credits |
Name | Company | Position |
---|---|---|
Andrew Petch | Ace Saatchi & Saatchi | Creative Director |
Tony Sarmiento | Ace Saatchi & Saatchi | Creative Director |
Raoul Floresca | Ace Saatchi & Saatchi | Creative Director |
Trixie Diyco | Ace Saatchi & Saatchi | Creative Director |
Jannette De Veyra | Ace Saatchi & Saatchi | Art Director |
Maan Agsalud | Ace Saatchi & Saatchi | Copywriter |
Paolo Agulto | Ace Saatchi & Saatchi | Copywriter |
Rodel Quitain | Ace Saatchi & Saatchi | Producer |
Dennis Obien | Ace Saatchi & Saatchi | Producer |
Since they didn’t have any loyalty or affinity to The North Face brand yet, we targeted new outdoor-hobbyists and walk-in visitors of outdoor retail stores. The North Face needed to stand out in stores that house thousands of competitive products. However, space for large advertising displays. In a tongue-in-cheek way, these novelty items showed outdoor hobbyists how tough it is to survive outdoors without the proper gear from North Face.
Since we can’t do advertisements, we had to do something else. Or at least pretend to do something else. So instead of making ads, we created products that were so peculiar, they called attention to themselves.
Rocks, twigs and leaves were packaged as retail products and placed at areas that can’t accommodate large advertising displays. In a tongue-in-cheek way, these novelty items showed outdoor hobbyists how tough it is to survive outdoors without the proper gear from North Face.
Store patrons were instantly drawn to the merchandise. Some even wanted to buy them! Outdoor Essentials was such a hit that we had to refill the racks within a couple of hours. Better yet, purchase of The North Face products increased by 38%. That’s a big boost from last year’s efforts. Not bad for a campaign built on rocks, twigs and leaves.