The North Face
The Pinnacle Project
Whether in the streets or atop the Alps, The North Face is revered on all terrains. The Pinnacle Project was a pan-European experiential campaign by First Day Of Spring, connecting the dots between city dwellers and mountaineers. The project paid homage to explorers and adventurous spirits and spanned one summer and three countries. I worked on much of the copy as a Creative Copywriter.
Popping up at a breathtaking 2100m height in Val San Nicolò, The Pinnacle Project unfolded with a record-breaking high-altitude store full of legendary outdoor gear worn by some of the greatest explorers alive. Think Alex Honnold.
A few weeks later, we descended into the cityscape of Berlin for the fashion tradeshow Bread&&Butter. All the while prepping a grand finale in Manchester, where we took over a multi-storey parking garage, which boasted Boiler Room sessions by Bugzy Malone and Children of Zeus, and a rooftop climbing comp with 66 ultra-limited edition Nuptse jackets as a prize.
The campaign achieved impressive results, garnering nearly 92 million impressions, reaching 9 million people, and generating 150,000 engagements.
"The opening night of the very first The North Face® store was one to remember. On 26th October 1966, a humble outdoor goods store on San Francisco's North Beach was packed with an eclectic crowd of punk climbers, fashionistas, activists, fancy socialites and local beatniks. A few friendly bikers manned the doors while the crowd swayed to an impromptu set from the legendary band the Grateful Dead. The true spirit of The North Face® was born that night.
More than 50 years later, in homage to that night, we are proud to push the boundaries of exploration even further. Our Pinnacle Project invites rebellious spirits to unite in exploration through the outdoors, fashion, design and music. It started with our mountain popup at 2100m in the heart of the Dolomites, moved onto an exclusive style and culture event in Berlin, and culminated in a one-off night of music, celebration, and special collections in Manchester."
