Walls are meant to unite us. Not divide us.

The North Face X Strava

Climbing is increasingly popular as a sport within urban spaces, with climbing gyms popping up and memberships surging across Europe.

In 2019, after working with The North Face for 4 years across multiple projects, the brand asked us to develop a summer-long, European experiential campaign, that would celebrate this burgeoning sport, whilst uniting people from all walks of life.

At a time when people were feeling isolated and disconnected, we saw an opportunity to challenge divisive rhetoric and, through storytelling and community, show how inclusive a world we can build.

The third iteration of WAMFC will highlight walls (physical or metaphorical) as places to connect, and through the empathy and understanding that comes with that connection, work together to overcome obstacles.

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  • Client
    The North Face
  • Sector
  • Services

From the start we played a key role in the conception of the activation, conceiving and designing the structure and features of the climbing experience. We worked closely with The North Face's branding department to create assets for OOH and digital advertising and promotion across all the touring locations.

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Inspire and entertain

The experience, comprising 4 reclaimed shipping containers, included multiple climbing experiences with RFID touch-points for climbers to log their achievements, viewing steps, platforms, merch and an info space.

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By day The North Face athletes guided climbers through the various climbing and bouldering routes, and by night talks and screenings were capped off with performances and sets from influential artists and DJs.

We toured ‘Walls’ to high footfall, outdoor venues in Munich, London and Milan for two days at a time. On average, we saw 500 people a day enjoy, learn and get inspired by climbing.

Just the start

We kept the conversation going with attendees by emailing them recommended climbing spots near their homes, as well as vouchers to buy The North Face climbing gear they’d had a chance to see and use. Each of the containers was reconditioned and left in one of the cities as a lasting legacy piece for climbers to enjoy.

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