The North Face: Pinnacle Project

The North Face invited SHARE to help drive amplification and impact of their brand message for the Pinnacle Project campaign across Europe.

Building affinity with the outdoors and beyond

To push the boundaries of exploration for new people and places, The North Face wanted to do something a little different. Pinnacle Project invited only the most rebellious spirits. They come together through experiences tapping into outdoors, fashion and music scenes most relevant to the brand’s evolving culture.

For the events, The North Face partnered with fashion tradeshow brand B&&B and lifestyle sportswear brand JD Sports. This partnership would strengthen brand affinity in areas beyond the outdoors. Additionally, this diversity ensured each event would entice a different kind of audience.

Therefore, our campaign as a whole needed to be disruptive, authentic to these areas and, most importantly, LIVE. So, across the Alps, Berlin and Manchester, we used a mix of real-time photography, film, interactive experiences and LIVE streams on social, digital and DOOH. Yes, even from 2055M high: demonstrating our commitment to exploration.

Building experiences across the UK

These live experiences were leveraged across all events for viewers and attendees to enjoy; we hosted The North Face UK’s first Instagram Story LIVE in Manchester and live streamed to London billboards, Facebook and from the Dolomites. To spread our message further, we partnered with athletes, musicians and influencers in real-time, creating bespoke videos, interviews and portraits that celebrated their individuality and connection to The North Face spirit. A sense of community and homage to the iconic Nuptse jacket also filled the events through art installations, customisation stations and Instagram Story DM competitions to win limited edition products.

The campaign as a whole achieved great owned and earned results; almost 92M impressions, 9M people reached and 150k engagements.

We learnt that the Pinnacle Project resonated well across all three countries, not just to the event’s local area. Our social activations grew The North Face fan base significantly, driving thousands of new Instagram followers for the UK and DE accounts, and hundreds of new Facebook followers just from the livestream alone. Pinnacle Project received several press features across wider publications such as Campaign, and lifestyle magazines including Hypebeast, Proper and Hedd Magazine.

  • Account Manager: Anna Winch
  • Content Director: Adam Gordon
  • Creative Director: Alex Hill
  • Head of Creative: Robyn Saunders
  • Motion Designer: Tom Stephens
  • Campaign Lead: First Days of Spring
  • Production: Cherryduck