Brief
The North Face had become a victim of its own popularity. Ubiquitous on high
streets across the UK, it had started to feel culturally adrift, and as a result was losing ground to other lifestyle brands. Our task was to reignite excitement about the brand amongst a culturally-curious audience.
Idea
The North Face had been a regular presence in the grime scene since its birth in the early 00’s, but in recent years it had dropped off the radar. With a new generation of grime emerging, we spotted an opportunity to put the brand back at the heart of it by reinvesting in the culture.
Execution
We created The Coldest Dub, a social-powered remix challenge giving aspiring music producers the chance to release a track with grime icon D Double E on his record label. Teaming up with Culted to launch the competition across their channels, we took the competition out on to the streets (literally) with DJ AG before ultimately crowning a winner.
