The North Face "No Pain, No Gain"

For true outdoors people to re-acknowledge the brand as a true outdoors brand, which has been viewed as a fashion brand by the public along with it's growth. The post office located at the highest place in Japan, the peak of Mt.Fuji, opens only for 6 weeks in a year. Finding it was a perfect find to provide the true outdoors people who value sharing experience with a desirable event to accomplish. The brand originally targets true outdoors people who love accomplishing challenges and sharing experience. A bandana may sound too insignificant as a prize, but the whole experience became the most valuable prize for Japanese participants. The number of participants was 1380 during one summer, which was beyond the expectations of client and the agency, and the campaign was strongly supported by stores specializing outdoor goods, rather than casual sportswear stores.

Agency: Dentsu Y&R, Japan.