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
Empowering Adventure-Based Campaigns
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