| Заголовок | We Always Have Your Back |
| Агентство | B-Reel |
| Кампания | We Always Have Your Back |
| Рекламодатель | The North Face |
| Бренд | The North Face |
| Дата первой трансляции/Публикации | 2023 / 1 |
| Бизнес сектор | Спорт и легкая атлетика на открытом воздухе |
| философия | The North Face has launched a new brand campaign which places the brand back in the great outdoors and as a leader and partner to every explorer out there by reminding its audience “We Always Have Your Back”. Created with agency partner B-Reel, the insight and campaign idea was born from the fact that the logo has always been present on the back of the garment. More specifically on the right back shoulder of those who always lead the way up the mountain. Over time this has become both a stamp of approval and a reminder that the brand has your back every impossible step of the way as you trail on your explorations, big or small. The challenge for the creative agency was to make sure the campaign resonated with the different core groups, whether they’re wearing The North Face as a fashion item on the streets or as technically advanced gear for a mountain exploration, as well as anything that fits in between. This led to the film execution idea, where the anthem piece shows the brand's connection between pop culture and extreme outdoors sports in an epic visual journey from city street level to the top of an impressive mountain peak, using a technologically groundbreaking continuous superzoom. The work reminds younger generations that the brand that is now a streetwear fashion staple, actually began on the backs of some of the most extreme outdoor explorers. One of them being Alex Honnold, legendary climber, star of the Oscar winning film Free Solo and a ‘The North Face’ athlete. Throughout the film, his voice guides the viewer on a visual journey from street to mountain top, where we finally see extreme climber Caroline Ciavaldinian making her way up the face of that said mountain, as the shot zooms in on ‘The North Face’ logo on the back of her jacket, reinforcing the campaign line, “We always have your back”. B-Reel brought together a world-class team to create the work. Overseen by the vision of director Anton Tammi, represented by production company Pine, and groundbreaking shots that were captured with the help of the drone flying team that created the stunning shots seen in Romain Gavras’ latest Netflix Original - Athena. Along with this 60, 30 and 15 second anthemic film piece, the campaign has product-centric short films running to 15 seconds showing different athletes exploring different territories and impressive natural settings as well as a range of photography assets that focus on athletes in action, with the iconic placement of the logo on their backs. |
| Тип медиа | Интегрированные медиа / 360 Активация |
| Длина | |
| Исполнительный креативный директор | Zack McDonald |
| Стратег | Thomas Eon |
| Креативный директор | Afshin Moeini |
| Креативный директор | Christian Poppius |
| Копирайтер | Felix Jörneman |
| Арт-директор | Sofia Skogquist |
| Директор бренда | Caroline Déas Ehrnvall |
| Бренд-менеджер | Hannal Håål |
| Senior Producer | Mei Li Heman |
| Дизайнер | Lisa Nyberg |
| Продюсер агентства | Colony |
| Продюсер | Markus Ahlm |
| Продюсер | Therese Engberg |
| Продакшн Студия | Pine |
| Директор | Anton Tammi |
| Исполнительный продюсер | Adam Holmström |
| Исполнительный продюсер | Joel Rostmark |
| Оператор-постановщик | Olivier Miller |
| Помощник директора | Alexander Peri |
| Продюсер | Victor Lindström |
| Послепроизводственный этап | Rascal Post |
| Послепроизводственный этап | WGTAM |
| Звукорежиссер | Mattias Eklund |
| Звуковой дизайн компании | Studiofyr |
| Grade Artist | Joakim Rissveds |
| VFX Supervisor | Kalle Lundberg |
| Производственная сервисная компания | Trixtr |
| Продюсер | Damir Vajdic |
| Менеджер по рекламе | Maria Bellitskaya |
| Менеджер по рекламе | Samanta Gubitta |
| Client Creative Lead | Jacob Frisk |