The Campaign

On China’s national charity day, The North Face decided to swap places with the underprivileged; turning all its window displays into a place to switch the warmth where it is needed.

Creative Execution

Implementation: Instore, TNF retail, China Timeline: During 1 week, mannequins were dressed with next to it an underpriveleged child. Then, on National's charity day, TNF mannequins were naked, and the child finally dressed. Placement: All TNF Window displays Scale: Nationwide

Results

1.7 million unique visitors on Wechat/Mobile donation site 8.5 million RMB donations (the equivalent of $1.3M) Enough funds for the next 2-years mission of Wardrobe of Love And 10 000 sets of warm clothes donated by The North Face

The Winter Switch is using all The North Face window displays to directly influence consumers to donate & help millions of underprivileged children who don’t have the necessary clothes for cold winter.

Data gathering: China is mobile-driven; with Wechat (650 million monthly active users) people can easily talk with their friends, pay/donate, book restaurants & more. Target: Public, able to donate (1st & 2nd tier cities, china, urban areas) Approach: Using those window display to frontally illustrate a paradox: while real children in rural areas don’t have the necessary clothes for cold weather, mannequins in our stores get to wear the newest and warmest winter collections. Call to action: Just by scanning the QR code, consumer lands on a wechat mobile site, and can in two steps only donate the amount of their choice.