World-leading outerwear brand The North Face approached First Day of Spring with a mission: to make the label and product relevant to young, city-dwelling consumers. We based our strategy on the insight that whether you’re in a city or surrounded by wild nature, the spirit of exploration – and the feeling of achievement when you reach your goal – is the same.
So, the North Face Pinnacle Project was born: a series of music-led experiences, events and activations uniting the spirit of athletic endeavor with creative discovery – spanning Europe from the Dolomites to Berlin, to Manchester.
It didn’t stop there: we launched three Pinnacle Project capsule collections featuring product worn by athletes when they made their pinnacle achievements, bringing brand, experiential, product and retail together seamlessly.
A series of compelling films and other social content brought the Pinnacle Project to the attention to music-inspired urban youth all over Europe, generating international media attention and social reach that far-exceeded campaign KPIs.
Pinnacle project Pinnacles:
- An iconic pop-up store at 2100m on a mountain flank at the heart of the Dolomites
- A livestream acoustic performance of singer-songwriter Barnes Courtney with an epic mountain backdrop
- The development of the Athlete Archives: eight key collector’s items worn by The North Face athletes during their pinnacle moments, restored and labelled with a personal message from the athletes.
- The creation of a breathtaking The North Face experience towering over Bread&&Butter, Berlin’s celebration of style and culture
- The take-over of a multistorey car park for a one-off celebration of Manchester’s pinnacle music culture
- Dropping two city-specific exclusive Nuptse capsule collections
- Setting up Pinnacle teams in Berlin and Manchester, a tribe of street culture-pushing local heroes
- An explosive Boiler Room broadcast with Manchester’s finest
- Publications by pop culture bastions like Hypebeast and Complex
Bugzy Malone, Nadia Rose, Barns Courtney, Levelz, Children of Zeus, The Mouse Outfit, Carly Wilford, Gallowstreet, Boiler Room, Mali Hayes and Pip Millet.