The Campaign

Insight: Every winter, there is a huge 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. Idea: 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 Media channels & integration: Window displays, small media plan (offered by Tencent) Timeline: 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. Scale: Nationwide

+10 000 sets of warm clothes donated by The North Face 8.5 million rmb donations (the equivalent of $1.3M) Enough funds for the next 2-years mission of Wardrobe of Love

We turned The North Face own media (Window displays) into an earned media solution for an association: Wardrobe of Love. An entire channel strategy dedicated to a CSR purpose.

Insights, Strategy and the Idea

Target: Public, able to donate (1st & 2nd tier cities, china, urban areas) Media Planning: All TNF Window displays 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.