The North Face brand always has been communicated with its customers to make experience directly and conduct a sudden live event to deliver their key message effectively. Explore in every life are not allowed always, brand and the creative agency always concerned and developed campaign ideas ‘never has been in the world’ area. This campaign also created and executed the first time in Korea and target consumers were experience and make awareness of the brand’s new challenge and the new products’ innovation.

2018 Pyeong Chang Winter Olympics marked ‘long down (Jacket)’ as Korea’s winter fashion trend. The North Face took the consumers' voice, which spoke about the inconvenience of the heaviness of these jackets, into account and launched a lighter, yet equally warm, ‘SUPER AIR DOWN’ product. The North Face Korea and creative agency planned this campaign for this upcoming winter in order to deliver less-than-1kg ‘lightness’ quality in a fun and exciting way.

In order to allow consumers to tangibly feel and experience the lightness of the product, we integrated ‘drone’ that flies in the air while carrying light substances. The drone with hanging the product flies closer to people at the Han River, first, they surprised and run, jumping trying their best to catch it. The people experience the thrill and fun when they finally catch and take it. From this interesting consumer experience, we were able to deliver the message ‘Lightest down jacket’. For potential consumers, also able to provide an opportunity for a new adventure in their everyday lives.

Because the actual The North Face’s Super Air Down is less than 1kg, there was no problem with the actual execution of flying it on a small drone, so we planned a sudden attack with a drone to introduce a new product’s ‘lightness’ and brand’s ‘exciting experience’. Through people’s experience of guerilla event, they have understood the brand’s key purpose in a fun and effective way.

In order to allow consumers to tangibly feel and experience the lightness of the Super Air Down, which would otherwise be known only by trying it on, we integrated ‘drone’ that flies in the air while carrying light substances. (Because the actual The North Face’s Super Air Down is less than 1kg, there was no problem with the actual execution of flying it on a drone.) The Super Air Down flies closer to the people having leisure time at the Han River as if it is teasing them to catch it. When the people see the Super Air Down, they run and jump, trying their best to catch them down. The people experience the thrill and fun when they finally catch the Super Air Down and try them on at the spot.

In the first week of the campaign, it recorded 10M+ YouTube Views, 20M+ Views on YouTube and Facebook, leading to exponential growth of organic shares. Furthermore, within less than a week of the campaign, the main product - grey down jacket ran out of stock, topping the record-breaking sales of 10B+ KRW. For a long time, The North Face campaigns provided original and thrilling stimulus to the consumers living repetitive everyday lives. We anticipate that such an effort will allow the brand to continue to be on everyone’s lips and provide positive interactions.