| Title | WARMING UP E-STORE |
| Brand | THE NORTH FACE |
| Product / Service | TNF100 ULTRA MARATHON |
| Category | B01. Use of Digital in a Promotional Campaign |
| Entrant | FRED & FARID SHANGHAI, CHINA |
| Entrant Company | FRED & FARID SHANGHAI, CHINA |
| Advertising Agency | FRED & FARID SHANGHAI, CHINA |
| Name | Company | Position |
|---|---|---|
| Fred & Farid | FRED & FARID SHANGHAI | Chief Creative Officers |
| Asterio Gutierrez, Feng Huang | FRED & FARID SHANGHAI | Creative Director |
| Joseph Davies | FRED & FARID SHANGHAI | Copywriter |
| Nicolas Liberman, Radouane Guissi | FRED & FARID SHANGHAI | Art Director |
| Jules Chaffiotte | FRED & FARID SHANGHAI | Brand Strategist |
| Juni Zhu | FRED & FARID SHANGHAI | Agency Producer |
| Susanna Ding & Nichole Niu | FRED & FARID SHANGHAI | Developper |
| Juni Zhu | FRED & FARID SHANGHAI | Post Production |
| Juni Zhu | FRED & FARID SHANGHAI | Music Producer |
| Juni Zhu | KILLDEATH | Producer |
| Nicolas Liberman, Joseph Davies | KILLDEATH | Director |
| Roy Zhang, Matthew Xu, Jim Sun | - | Editor |
| Wendy Wang | - | Retouching |
The North Face has a popular online store on T-Mall (China’s Amazon). But just like products on Amazon, products on T-Mall webpages are usually static. Once registration for the race had started, we animated all the products on the store to do warm up exercises.
The North Face 100 Ultra Marathon is a punishing race through 100 Kilometers of unforgiving outdoor terrain. The best way to warm up for it? Gear up. With The North Face Gear.
Sales and registration went up by 50%.
Seeing traditionally static images turned into animated movements of a warm up is a refreshing way to promote both the products, as well as the impending race. It isn’t only delightful, but educational: the poses were done under consultation by professional trainers, so shoppers could actually use them. The North Face is a brand which takes pride in creating engaging content in all channels, and this is just one more manifestation of this ethos.