Cultural / Context information for the jury

Winter in Korea can be as cold as minus 20 degrees celsius. To fend off the chill, people have been wearing thick and heavy down jackets, which makes them feel bulky and uncomfortable. To rid such inconveniences, The North Face launched Enjoy Air Down, an air-light down collection. However, there was severe competition among other players in the Korean outdoor market who were also introducing products focused on light weightiness. To differentiate the product from competitors, The North Face wanted to provide an impactful event where people could feel the lightness of Enjoy Air Down.

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The North Face is well-known for creating innovative campaigns about adventures in daily life for years. In 2019, The North Face launched Enjoy Air Down jackets, which are as light as air, literally. So we wanted to let customers experience the lightness of the product and provide customers the joy of taking on a new adventure. To do that, we got inspiration from an arcade game "Whac-A-Mole" and decided to build a pop-up store where customers can feel the true lightness of the down jacket in a fun and adventurous way.