Walls Are Meant For Climbing

Our clients at The North Face asked for our help in answering an important question - How does this brand exist in culture? It became an ongoing conversation with no defined deliverable or deadline, the ideal opportunity to dig into the brand's DNA and give our seasonal and product-driven campaigns an anchor. And if the opportunity to do something brand-first presented itself, we'd have the goods.

Most people don't know the Grateful Dead played at the opening of the first The North Face store. It was the 1960s in San Francisco, and the store was more of a hangout for the founders and friends, who called themselves "dirtbags." Comprised of young travelers, naturists, activists, and explorers. Of course, The North Face has changed hands since then, but what's on offer is still - outdoor experiences that push people into nature.

With a growing interest in climbing from the public, there was talk of founding an official climbing day. The brand would partner with local climbing gyms, have sponsored athletes, and invite people to climb for free. While those were the latest goings on at the brand, the US political climate was ablaze. The government was stalemating over President Trump's call to build a wall. It was a timely opportunity for the brand to tap into its "dirtbag" origins and answer - How does this brand exist in culture? "Walls Are Meant for Climbing" was dubbed the line for The North Face's Global Day of Climbing. The response was fast, and the campaign took off.

August 19th saw 15,000+ people in urban centers experience climbing for free. For many, it was their introduction to the sport. But, the buzz around the campaign grew beyond any expectation. #wallsaremeantforclimbing spiked on social channels throughout the campaign. The coverage and conversation crossed industries and countries, garnering an estimated 80M earned impressions.