The North Face has delivered a consistent message ‘Never Stop Exploring' for people these days afraid of taking on new challenges in their life. We wanted them to awaken and embrace their challenging spirit. So we pushed customers who had walked into the store to face unexpected challenges and let them choose to take the challenge on their own initiative with our very special pop up store. To deliver the message, 'Never Stop Exploring' we made a special pop up store and gave customers unexpected challenges. As a result, we could make a dynamic video featuring a lot of people enjoying their challenges whether they succeed it or not.

The North Face Korea wanted to help young professional Koreans in their 20s and 30s to have hands-on experience of our message – ‘Never Stop Exploring’ through this video. We wanted them to awaken and embrace their challenging spirit. So we pushed customers who had walked into the store to face unexpected challenges and let them choose to take the challenge on their own initiative with our very special pop up store.

It has reached over 10 million views on YouTube, featured on over 150 global media including Adweek, NBC and many more, and 230 thousand people have shared it through various social media outlets, such as Facebook and Twitter. Once the campaign was featured on the cover of Adweek, more than 160,000 people have viewed and shared within two days. Not only it remained on the top of Adweek’s ‘most popular’ section throughout the week, but also the campaign continued to spread rapidly among global audiences. This campaign awakened people’s adventurous spirit and bringing energy to their lives. It is important to note that the campaign continues to spread rapidly through other media among global audiences.

The North Face is a no.1 outdoor brand in Korea. As Chinese proverb says- Tell me, and I will forget; show me and I may remember; involve me and I will understand- the most effective way to give a brand message is to let targets involved into the brand activities by themselves. Thanks to this event, the customers who walked into this pop-up store could experience such a great adventure with unforgettable memories in their lives and got a powerful impression on this brand. We have been using YouTube channel as a main media platform and other Korean online channel such as Naver, Daum and other Korean communities as a sub media platform to spread out this video as much as possible. It was also made into a 30-second TV commercial for more people to see.