The North Face • The Global Warming Series
2023 • Retail - apparel • Sustainability • Mexico • LATAM
The North Face did a "Global Warming Series" campaign using AI and scientific data to create clothes for the future world in 2050.
-
The big idea of The North Face's "Global Warming Series" campaign was to bring awareness to the urgent need for action against climate change by creating a fictional clothing collection designed for a future world significantly impacted by global warming.
By using Artificial Intelligence and scientific data to design these futuristic garments, the campaign aimed to spark conversations, increase awareness, and encourage individuals to take steps towards a more sustainable future.
-
The challenge of The North Face's "Global Warming Series" campaign was to effectively raise awareness about the urgent need to address climate change in Mexico, a country already experiencing the impacts of global warming.
The goal was to spark conversations about sustainability and encourage individuals to take action to mitigate the effects of climate change.
By creating a tangible representation of a potential future impacted by global warming through a specially designed clothing collection, the campaign aimed to make the abstract concept of climate change more relatable and urgent for the audience.
-
The target group of The North Face's "Global Warming Series" campaign was environmentally conscious individuals who are concerned about the effects of climate change but may not fully understand the tangible implications of global warming.
The campaign aimed to raise awareness and spark conversations about the need for sustainable actions to combat climate change, specifically targeting those who are interested in outdoor exploration and adventure.
By presenting a futuristic collection designed to survive extreme weather conditions in 2050, the campaign sought to engage individuals who value environmental sustainability and are willing to take action to protect the planet.
-
The "Global Warming Series" campaign by The North Face in Mexico was highly successful in raising awareness about sustainability and climate change. Within just 10 days of the campaign launch, the brand saw a 700% increase in conversations around sustainability compared to the previous year, marking a significant impact.
The campaign became the brand's most successful one on social media, generating high engagement rates. Organically, the campaign reached around 150,000 users and garnered 160,000 impressions, with an average engagement rate of 195% and 99% positive sentiment. Furthermore, the campaign resonated beyond the brand's immediate community, reaching over 13.5 million individuals in 15 countries, including Mexico, Colombia, Argentina, Peru, and Spain.
The campaign generated over 800,000 USD in Earned Media Value, indicating significant reach and impact. Overall, the "Global Warming Series" campaign effectively sparked conversations about environmental responsibility and the urgency of addressing climate change, making it a successful initiative for The North Face in Mexico.
