This campaign was created for The Northface to promote their HyVent and Gor-Tex technology. This campaign consists of three print ads that are copy driven.
Big Idea: The Northface consumer's think differently than "everyone else".
"I’m not like the rest of those sappy guys shopping for rings that cost a small fortune. Every day, I ski a new extreme trail at an elite level with my GOR-TEX Pro Shell jacket. When I reach the edge of that cliff, I ski right off with no hesitation. Because I’m less about tradition, and the only sparkle I search for, is on these glistening trails"
"When the group heads back to the lodge for a brandy on the rocks, I take a different path. Instead, I climb confidently up these icy walls without slipping, wearing my Summit Series gloves that never fail me when I need a good grip. Because reaching the top of that steep cliff gives me more of a buzz than a drink ever will."
"I’m not like those guys who spend their days doing handy work around the house. I get on my board and tackle the terrain wearing my HyVent fabric pants, that keep me warm and dry so I can stay on the slopes longer. Because that refreshing feeling I get while I’m flying through the air, is much more statisfying than fixing a leaking pipe."
