| Title | FINDING TRUE NORTH |
| Brand | VF |
| Product / Service | THE NORTH FACE |
| Category | A04. Other Consumer Products |
| Entrant | OGILVY SHANGHAI, CHINA |
| Entrant Company: | OGILVY SHANGHAI, CHINA |
| Advertising/Web Design Agency: | OGILVY SHANGHAI, CHINA |
| Name | Company | Position |
|---|---|---|
| Natalie Lam | Ogilvy Shanghai | Executive Creative Director |
| Kama Zhang | Ogilvy Shanghai | Associate Creative Director |
| Steven Ruan | Ogilvy Shanghai | Art Director |
| Stanley Tao | Ogilvy Shanghai | Head Of Copy |
| Leon Lee | Ogilvy Shanghai | Project Management |
| Morgan Cao | Ogilvy Shanghai | Account Management |
| Kelly Liu | Ogilvy Shanghai | Account Management |
This is the story of a brand that, in the chaotic of booming China, lost its direction but then found it again by helping urban Chinese find theirs. It's also a case of how in the immature Chinese advertising market, where media spending is often the primary weapon, cultural analysis was the secret to shaping a category-breaking solution that went beyond communications. It is a story of how a small spark started a prairie fire.