ABOUT

Despite a commanding lead in the outdoor category, The North Face had a challenge: the brand’s ubiquity on the hight street was turning off a younger, style-driven audience who no longer felt like it was for them. This audience has disproportionate influence, so winning them back was crucial, but relevance would have to be earnt.
Reigniting the brand’s latent relevance in Grime music, ‘The Coldest Dub’ gave aspiring producers the chance to make a track with a famous artist and receive 50% of the profits. Releasing an acapella on social, we invited them to share their tracks online, with every entry becoming an organic endorsement for the brand, shared by real people in the scene.
The community embraced the challenge, sharing their tracks and propelling the brand into people’s feeds organically. Word-of-mouth surged, earned media spread and consideration rose. Now, with the release of the single, the brand has become permanently embedded in the culture.