The North Face — #SeeForYourself Anti-Social Campaign
Experiencing the outdoors is not about likes or status. It is something you do for yourself, and your own way. That feeling of freedom cannot be captured, shared or experienced authentically if viewed through a phone. It’s something you just have to #SEEFORYOURSELF. This campaign, through careful use of female ambassadors and regional athletes, inspires and challenges women to go and experience the outdoors, IRL. #SeeForYourself was adopted to become the main campaign, turning a social media activation into a 360° seasonal initiative.
The graphic language is built around empty picture frames, providing an antidote to social media expectations. Accompanied by coordinates of real locations to explore — the places the pictures would have shown. But a picture won't do it justice. #SeeForyourself.
Accompanied by a strategy that lands the campaign with the help of 5 key TNF ambassadors from classical musician and model Cocomi Kimura to pro climber Han Zijun, and further seeded via local athletes and grassroots influencers, the campaign is a real call to action — driving user generated content and nominations for others to join the movement.
Posting coordinates of their own adventures on Weibo, Facebook and Instagram, fans were encouraged to discover these places themselves: #SeeForYourself
We adapted #SeeForYourself to become the main campaign, turning it into a single-minded call to action across a 360° campaign with key visuals that juxtaposed emotive close-ups with the places we encourage people to explore.
Campaign content was used in animations, filling in the empty picture frames — visually inviting followers to make their own discoveries
People who tag TNF and #SeeForYourself are celebrated with digital content and poster gifts — their pictures fill in the previously empty frames. Also a response to COVID-related lockdowns, the campaign celebrates breaking personal barriers and exploring new territories in times when outdoor activities might provide much needed escapes from living rooms and computer screens.
User generated content from all over the world is celebrated on TNF social channels using the campaign graphic language — creating a grassroots movement to break personal barriers and start exploring the outdoors. #SeeForYourself
