North Face's Move Mountains Inspires Young Girls
Ellen Smith — April 5, 2018 — Marketing
References: thenorthface & adweek
In an effort to reach a wider female audience, North Face launched a new and empowering campaign titled 'Move Mountains.'
The ads feature stories from 'boundary-breaking' women who embody the brand's adventurous spirit. The campaigns are a result of North Face's partnership with Girl Scouts USA - a collaboration which intends to bring equal representation to branding and advertising.
North Face's global VP of marketing,Tom Herbst released a statement claiming that “we know better than anyone that there are plenty of women out there who are already accomplishing incredible, inspiring things every day. Yet women and girls don’t see themselves represented as ‘explorers.’ We had a simple theory that if women and girls see more role models in exploration, it will create more female role models for future generations.”
Image Credit: Clayton Boyd
The ads feature stories from 'boundary-breaking' women who embody the brand's adventurous spirit. The campaigns are a result of North Face's partnership with Girl Scouts USA - a collaboration which intends to bring equal representation to branding and advertising.
North Face's global VP of marketing,Tom Herbst released a statement claiming that “we know better than anyone that there are plenty of women out there who are already accomplishing incredible, inspiring things every day. Yet women and girls don’t see themselves represented as ‘explorers.’ We had a simple theory that if women and girls see more role models in exploration, it will create more female role models for future generations.”
Image Credit: Clayton Boyd
Trend Themes
1. Female Empowerment - Companies can leverage the power of female empowerment in their campaigns to promote inclusivity and inspire women and girls.
2. Representation in Branding - Brands can collaborate with organizations focused on representation, like Girl Scouts USA, to ensure diverse and inclusive portrayals in their advertising.
3. Inspiring Role Models - Highlighting stories of inspiring women and girls who align with the brand's values can create a positive impact and encourage future generations.
Industry Implications
1. Outdoor Retail - Outdoor apparel and equipment companies can disrupt the industry by showcasing diverse perspectives and breaking gender stereotypes.
2. Advertising and Marketing - Brands in the advertising and marketing industry can seize the opportunity to promote diversity and empower women through their campaigns.
3. Youth Development - Organizations focused on youth development, like Girl Scouts USA, can drive positive change through partnerships that provide equal representation and inspire young girls.
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