The challenge: Create an exciting event for media and influencers to celebrate the launch of the iconic parka, in key markets UK and Germany.
The solution: Mongoose organised an outdoor cinema in London and Munich , where we showed exclusive content created especially for this campaign, as well as some of the best athlete films The North Face has to offer. We then hosted a panel talk with amazing talent ranging from athletes, Explorer Team members to journalists and editors. The theme: What does exploration mean to you?
As a second part of the evening we threw a fabulous party with performances by incredible, award-winning artists.
Parkas were on display throughout the venues alongside compelling campaign imagery, with the line ‘We’re all on an expedition’ creating a continuous theme all through the night.
We invited media, influencers, XPLR pass members, TNF partners and friends of the brand. Guests had branded blankets, popcorn boxes and drinks menus. We created a Basecamp x photobooth inside a 2m dome tent, inside which attendees could take slow mo videos of themselves wearing the parka.
The results: We welcomed over 450 attendees at both locations combined, resulting in 144 social posts. The total potential reach in the UK and Germany was 2.77 million, with 7 international performance playing at both events
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