The North Face: Outdoor Essentials

The North Face wanted Saatchi & Saatchi Manila to draw attention to their outdoor gear products in cluttered department stores where advertising space was minimal. So our solution was to advertise in the only store space left available; the actual product racks. So we created ‘mock-products to sell our real products’ which we displayed on the racks. And the products themselves were simply nature’s basic elements; rocks, sticks and leaves. But we promoted them on the pack as ‘all-purpose survival products’ as nature’s elements are often used in creative ways for outdoor survival. On the front of the pack was a mock brand-name, but on the back we revealed that it was in fact just advertising the real products in the store from The North Face.