The North Face is a brand that promotes outdoor lifestyle. Its communication is based on high performance athletes: climbers, mountaineers, skiers. Therefore, the public, ordinary people, perceive this type of communication very distant. Our challenge was to demonstrate to people that exploring is just about going out looking for adventures in the nature around us and that there is no need to be a professional athlete to do so. Our strategy was to choose a common person to live a great adventure, equipped with North Face products. The adventure was to travel six months from Bogota to Patagonia – Argentina, through the Amazon rainforest, the Andes Mountains and the Atacama Desert. The adventurer was the brand's copywriter. A boy who was not even a boy scout but had a spirit for adventure and knew the North Face language to tell his story through the brand's social media. All it took was a suitcase, a tent and several clothing (all weather proof). To add more excitement to the adventure, he traveled by bicycle. This was the best way to visit in six months every corner of South America.

The campaign started on August the 7th, 2014, with our copyrider pedalling from his house in Bogota to Patagonia, Argentina. During six months and 4660 miles he documented with posts, photos and videos, his adventure, recounting the difficulties, but also the enormous satisfaction. The bike always carried a flag with the concept of the campaign: NEVER STOP EXPLORING. On the way, the flags of each country he passed were also added. Iconically this action showed to the people the "extraordinary actions" that a "normal person" can achieve, and the community grew around this, as planned.

During the 6 months of the campaign, without paying for a single ad, a community on Facebook was consolidated. An organic range of 3.5k, and 4 hours and 10 minutes of views on YouTube by people in Colombian, Venezuela, Ecuador, Peru, Argentina, Chile and Uruguay was enough for our copy-rider to become a North Face spokesperson showing not only the spirit of the brand but also the performance of their garments. Today, he continues responding to daily questions of thousands of followers, who decided to start their own adventure, wanting to know what’s the ideal wearable equipment.