The idea came from the habit of pinning places on a map that you want to go to, and when you step back, you get to see the many other places you have to explore.

With this insight, we created a gigantic world map and installed it in stores. At the bottom corner of the map were 1,500 red mapping pins that formed The North Face logo.

Store patrons were instantly drawn to the merchandise. Some even wanted to buy them! Outdoor Essentials was such a hit that we had to refill the racks within a couple of hours. Better yet, purchase of The North Face products increased by 38%. That’s a big boost from last year’s efforts. Not bad for a campaign built on rocks, twigs and leaves.