SUB CATEGORY :

BEST USE OF GUERILLA MARKETING

COMPANY ENTERING :

INNORED, SEOUL

ENTRY TITLE :

EXTREME SHOPPING

BRAND :

THE NORTH FACE

ADVERTISER :

THE NORTH FACE KOREA

AGENCY :

INNORED, SEOUL

ACCOUNT EXECUTIVE :

ALL INNORED ASSOCIATES

FILM PRODUCTION COMPANY :

SPACE MONSTER CONTENTS, SEOUL

DIRECTOR :

YK KIM

D.O.P/CINEMATOGRAPHER :

JONGKWAN KIM

ART DIRECTOR :

YERI MIN

PRODUCER :

HUIJOON CHO

THE BRIEF :

THE NORTH FACE KOREA, THE NO. 1 OUTDOOR BRAND IN KOREA WHICH GREETS ITS 50TH YEAR ANNIVERSARY OF THE FOUNDATION, PUBLICLY ANNOUNCED THE STATEMENT ‘50 YEARS OF EXPLORATION’ AND BEGAN THE CAMPAIGN WITH MCMURDO, WHICH IS A REPRESENTATIVE HERITAGE PRODUCT OF THE NORTH FACE.

THE STRATEGY :

UNTIL NOW, AS THE SPACES IN WHICH THE UNIMAGINABLE ADVENTURES ARE UNFOLDED, THE POP UP STORES OF THE NORTH FACE APPROACHED THE CONSUMERS. IN COMMEMORATION OF THE 50 TH YEAR SINCE THE FOUNDATION, THE CONSUMERS VISIT THE SPECIAL POP-UP STORES. AND THE CUSTOMERS WHO TRIED WEARING THE MCMURDO PRODUCTS GET AROUND TO RECEIVING THE PROPOSAL WORTH DOUBTING THE EARS. “YOU CAN PURCHASE THE MCMURDO PRODUCT WHICH YOU ARE WEARING NOW FREE-OF-CHARGE. CAN I HELP YOU FOR THAT SHOPPING?”

THE EXECUTION :

UNTIL NOW, AS THE SPACES IN WHICH THE UNIMAGINABLE ADVENTURES ARE UNFOLDED, THE POP UP STORES OF THE NORTH FACE APPROACHED THE CONSUMERS. IN COMMEMORATION OF THE 50TH YEAR SINCE THE FOUNDATION, THE CONSUMERS VISIT THE SPECIAL POP-UP STORES. AND THE CUSTOMERS WHO TRIED WEARING THE MCMURDO PRODUCTS GET AROUND TO RECEIVING THE PROPOSAL WORTH DOUBTING THE EARS. “YOU CAN PURCHASE THE MCMURDO PRODUCT WHICH YOU ARE WEARING NOW FREE-OF-CHARGE. CAN I HELP YOU FOR THAT SHOPPING?” AT THE MOMENT OF ANSWERING ‘YES’, SUDDENLY, IN FRONT OF THE CUSTOMER, THE BLUE SKY AND THE ZIPLINE THAT GOES DOWN 120 METERS FROM A DIZZY HEIGHT ARE UNVEILED. THE SHOPPING SITUATION IS EXTREME, SO MUCH SO THAT THE MCMURDO CAN BE RECEIVED FREE-OF-CHARGE AT THE COUNTER INSTALLED 120 METERS BELOW. WHAT WOULD THE PEOPLE FACING THE MOMENTS OF THE CHALLENGES AND THE EXPLORATIONS, WHICH COULD NOT BE THOUGHT OF, SELECT? THE MOMENTS OF THE ADVENTURES OVERFLOWING WITH THE THRILLS. THE NEW EXPLORATION BEGINS!

THE RESULT :

IT HAS BEEN GAINING GREAT VIEWS ON YOUTUBE AND FACEBOOK WEBSITES. THE VIDEO HAS BEEN SHARED RAPIDLY, ALREADY ACHIEVED OVER 5MIL. VIEWS ONLY IN 6 DAYS. THE NORTH FACE KOREA’S CAMPAIGN SERIES DELIVERS A UNIQUE CONCEPT TO PEOPLE WHO LEAD A ROUTINE AND WOULD LIKE TO HELP THEM AWAKEN THE VALUES OF EXPLORING IN THEIR LIFE.