We Always Have Your Back

The North Face makes a triumphant return from the streets to the mountains in new brand campaign.

The campaign was created by agency partner B-Reel and the anthem film is narrated by Alex Honnold, free solo climber who reminds us that “there’s no such thing as solo”.

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.