The North Face® & Ogilvy Shanghai launch 360 campaign to inspire Chinese
23 March, 2012
New Documentary Series & Digital Campaign Aim to Unleash the Inner Explorer in All of Us
Outdoor sports gear and apparel company, The North Face®, has again teamed up with Ogilvy & Mather Shanghai to create an exciting new 360 Degree campaign produced in collaboration with O&M Advertising, OgilvyOne and Ogilvy PR. Addressing urban consumers’ increasingly stressful, hectic, and often sedentary lives, The North Face®’s “Go Wild” campaign is a breath of fresh air that encourages city dwellers to break free from the eating-drinking-shopping-sitting in front of a screen rut and to replace it with tranquil or thrilling experiences in the great outdoors.
To bring this alternative movement to life, the “Go Wild” campaign centers on an online
documentary series consisting of four short films directed by acclaimed Chinese film director Mr. LU Chuan. Watching the films, consumers are invited to witness the journeys of a determined mountain climber, an adventurous volunteer, a passionate wildlife photographer and a successful entrepreneur as they rediscover themselves and those around them through an exploration of nature.
Challenging one’s physical and mental limits, deepening human relationships and pushing the boundaries of exploration are running themes in the four documentaries which were produced by O&M Advertising. In one story shot against a stunning backdrop of natural landscape, Mr. SUN Mian, Founder and Director of Newsweekly Magazine, takes his grown son on a hike through the harsh mountains of Tibet, a daunting prospect on their first ever hike together. The story depicts their generation gap and the disparity between the aging yet athletic father and his young, urban son. Despite the severe conditions and the son’s inexperience in mountain climbing, the pair’s bond grows immeasurably as they explore and tackle nature together, and emerge victorious.
In addition to the films, O&M Advertising created a short, humorous video manifesto that dares urban consumers to slow the pace of their hectic, stressful lifestyles and to let themselves “Go Wild” by taking a breather – or a weekend – in nature. Print ads have also been placed outdoors in heavy traffic areas including subway stations and Wangfujing in Beijing, Xujiahui in Shanghai and in magazines such as New Weekly.
Ogilvy PR deployed Key Opinion Leader (KOL) mapping strategies to identify suitable personalities that could be featured in the documentaries and also oversaw event management for the media launch of the documentary series.
OgilvyOne is kicking off the digital and mobile campaign with a microsite to spark online discussion about exploration and the outdoors. Consumers can also sign up to join fellow outdoors enthusiasts for activities taking place in their local communities.
Partnering with Jiepang.com, the leading location-based service provider in China, OgilvyOne created a mobile app that integrates consumers’ outdoors experiences with geographical check-ins. Custom iPhone and Android versions of the mobile app are being launched as part of the “Go Wild” campaign.
“Nowadays urban consumers are so caught up in the fast-paced world of work, stress, pollution and even boredom. What we’ve found is that many big city people, especially those in China, have forgotten that there’s so much more to experience in nature. So ‘Go Wild’ is a theme that we hope will strike a chord with people that are ready to get outside and do something new,” said Patrick Zhong, General Manager, China, The North Face®.
“‘Go Wild’ is a great message because it tackles a cultural tension head on. Consumers in China’s big cities are leading increasingly stressful lives and they are plagued with various pressures at work and at home. The “Go Wild” mentality offers a real solution to this urban fatigue by inspiring Chinese consumers (who are generally new to the idea of spending time in nature for recreation) to explore the great outdoors beyond their daily commutes in gridlocked traffic,” said Debby Cheung, President of O&M Group Shanghai.
“What I love about this campaign is it makes you think again about the countryside. This is a place that can change the way people think and behave - an antidote to the stress of living in the city. A lot of thought went into hunting for the right director and Lu Chuan was the perfect choice. His documentary film style perfectly suited the essence of what we were trying to convey,” said Graham Fink, Chief Creative Officer, Ogilvy & Mather China.
The North Face’s “Go Wild” campaign will run from March-July 2012.
For more information, visit the “Go Wild” campaign microsite: http://marketing.tudou.com/TheNorthFace/qy/#/home Explore the documentaries at:
Former National Mountaineering Team Coach Mr. SUN Bin’s Story:
Volunteer and Traveler Ms. ZHANG Xiaoyan’s Story:
President of Newsweekly Magazine Mr. SUN Mian’s Story: http://www.tudou.com/programs/view/dISS_I3xzog/
Wildlife Photographer Mr. XI Zhinong’s Story:
• http://marketing.tudou.com/TheNorthFace/qy/#/home CREDITS Project title
: “Go Wild” Client
: The North Face® Brief
: Create a 360 Degree campaign to make The North Face’s brand proposition of
connecting with nature relevant to urban Chinese consumers Creative agency
: Ogilvy & Mather Shanghai Brand Strategy
: Edward Bell Creative
: Kama Zhang, Graham Fink, Francis Wee, Stanley Tao, Fiona Chen, Huijun Dong Engagement Planning
: Keen Yim, Morgan Cao Account Management
: Morgan Cao Agency Producer
: Aywei Wong Film Script
: Vivian Tu, Stanley Tao PR
: Vivian Tu, Summer Jin, Nara Hu, Vicky Yu, Diane Deng Media agency
: Neo@Ogilvy Production house
: Chuan Films Production Exposure
: print, OOH, digital (including mobile)
For photos or more information, please contact:
Sarah Guldin email@example.com
(86 10) 8520 6552 www.twitter.com/ogilvychina
Sina Weibo: http://t.sina.com.cn/ogilvy About Ogilvy & Mather
Ogilvy & Mather is one of the largest marketing communications companies in the world.
Through its specialty units, the company provides a comprehensive range of marketing
services including: advertising; public relations and public affairs; branding and identity;
shopper and retail marketing; healthcare communications; direct, digital, promotion and
relationship marketing. Ogilvy & Mather services Fortune Global 500 companies as well as
local businesses through its network of more than 450 offices in 120 countries. It is a WPP
company (NASDAQ: WPPGY). For more information, visit www.ogilvy.com
. ADDITIONAL INFORMATION
Documentary series director:
Mr. LU Chuan, Award-winning Director, Screenwriter, Filmmaker
Works include Kekexili: Mountain Patrol (2004), The Last Supper (2012), The Missing Gun
(2002), City of Life and Death (2009), The Last Supper (2011)
Featured in the four documentary films are:
1. Mr. XI Zhinong, Acclaimed Wildlife Photographer and Environmentalist
2. Mr. SUN Mian, Founder and Director of Newsweekly Magazine, Founder of China Weekly
3. Ms. ZHANG Xiaoyan, Volunteer, Traveler, Author of Keep Walking Zhang Xiaoyan
4. Mr. SUN Bin, Former Coach of the Chinese Mountaineering Team, Professional
Mountain Climber, The North Face® Athlete