How can you advertise in retail stores that have no advertising space because of housing thousands of competitive products? Package rocks, twigs and leaves as retail products and place them in the store space available - the product racks and shelves! These items showed customers that unless you buy the The North Face gear, you'll have to depend on these to survive outdoors. Customers were instantly drawn to the merchandise. (Some even wanted to buy them?!) Better still, purchase of the The North Face products increased by 38%. Not bad for a campaign built on twigs, leaves and stones.
Agency: Saatchi & Saatchi Manila, Philippines.