Outerwear brand The North Face, with agency partner Innored, has been making an annual habit out of fun, stunty videos that thrust unsuspecting customers into a physical adventure of some kind. Two years ago, the brand had Koreans literally climbing the walls for a chance to snag a free coat. Last year it turned a shopping mall into a dogsled course—with real dogs.
This year, the client and agency came up with a popup challenge that some wide-eyed would-be winners couldn't decline fast enough: a zipline that descended 120 metres across a river—and required the participant to crash through a (paper) barrier on the way down.
As Innored put it in a release:
What would the people facing the moments of the challenges and the explorations, which could not be thought of, select? The moments of the adventures overflowing with the thrills....The North Face Korea’s campaign series delivers a unique concept to people who lead a routine and would like to help them awaken the values of exploring in their life.
Ad Nut could not have said it better.
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