The North Face launches ‘It’s More Than A Jacket’ campaign in ANZ
The North Face has launched ‘It’s More Than A Jacket’ campaign in Australian and New Zealand to celebrate the brand’s history, with Australian music talents Barkaa, B Wise and YO! Mafia.
The announcement:
The North Face announce the launch of its Autumn/Winter brand campaign, ‘It’s More Than A Jacket’, an initiative honouring and celebrating the memories and stories of adventure created over the brand’s more than 55-year history.
To capture the meaning behind every piece of gear, The North Face is launching its first-ever crowdsourced digital archive, calling on explorers all over the world to submit stories and images of their own well-loved products to potentially be included in The North Face’s official archive.
“For more than 55 years, The North Face has enabled exploration and helped people strive for greatness by providing the best gear to get them there,” said Mike Ferris, VP of global brand at The North Face. “Our customers, the feats they have achieved, and the memories they have created are such a big part of our brand’s rich DNA.”
To launch ‘It’s More Than A Jacket’ in Australia & New Zealand, The North Face is joining forces with Barkaa, B Wise and YO! Mafia who together represent some of the most creative and exciting talents within the Australian music industry.
We’ll uncover what the jacket says about them as they take us back to a time, a place, an adventure where a moment was defined in their memories and when their TNF jacket was more than just a jacket.
“The Nuptse jacket represents that sense of community, coming together and hip hop. As a First Nations female rapper, I feel like The North Face Nuptse jacket is relatable to me, seeing as we hold our communities close, and at the same time paying homage to hip hop that relates to us as Black First Nations people in a colony we now call so-called “Australia”. Said Malyangapa Barkindji rapper, Barkaa.
The campaign will come to life throughout Autumn and Winter as The North Face introduces five new collections that all pay homage to the brand’s DNA, drawing inspiration from The North Face’s rich past to inspire and enable exploration in the future. Each collection speaks to The North Face’s mission to continue to encourage exploration.
The campaign includes the brand’s most iconic insulation piece – the Nuptse – now offered in a 100% recycled fabrics version. The North Face has sold over 88,000 Nuptse jackets in Australia and New Zealand in the last decade alone.
Alongside these incredible artists, The North Face has aligned with Freestyle Skier Janina Kuzma as a part of their ongoing partnership. Together, they will draw on narratives from their past that express their personal connections associated with iconic jackets in The North Face collection.
To be featured on The North Face channels in Australia & New Zealand, the brand is calling on explorers everywhere to post to social media using the hashtag #MoreThanAJacket. Those featured will receive a voucher for The North Face to keep the spirit of adventure going and will also have a chance to appear in the San Francisco Museum of Modern Art (SFMOMA). The internationally recognised art museum has partnered with The North Face to bring the global archive to life through a series of participatory programs, which will launch later this year. The programs will feature exploration’s most historically significant designs and the stories behind them, alongside everyday explorers’ submissions from around the world.
Source: Sally Brown
