Clothing brand The North Face has unveiled a new integrated campaign to reinforce its outdoor credentials in an attempt to move away from the largely urban associations it has courted over the last several years.
Developed in partnership with Swedish creative agency B-Reel, ‘We Always Have Your Back’ was created to highlight the brand’s iconic logo, which has famously always been placed on the back right shoulder of all its coats.
Spearheading the campaign will be a series of TV spots re-anchoring the brand in its original purpose as a climbing equipment provider.
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“We love how this campaign takes the story of an unusual yet iconic logo placement and gives it a fresh meaning,” B-Reel creative directors, Afshin Moeini and Christian Poppius said.
“The North Face has always had our backs. Literally. And whether you’re an extreme explorer or just in it for the fashion, the brand will always be there.”
Supporting the films will be various assets released across digital, social media, retail, print, PR, out-of-home throughout the EMEA region over the coming year.
