The North Face’s New Campaign Aims to Focus More on Women in Advertising

'Move Mountains' shares inspiring stories of female adventurers

The North Face says it will make a concerted effort to feature women more in its marketing. Clayton Boyd
Headshot of Katie Richards

More adventurous, brave, boundary-breaking women need to be featured in advertising and social media campaigns, according to The North Face. That way, young women and girls will have a wealth of strong role models to look up to.

With that in mind, The North Face launched a major new global effort, “Move Mountains,” that includes a series of spots highlighting athletes and trailblazing women, a partnership with the Girls Scouts of the USA and commitment to strive for equal representation of women in all of the brand’s advertising, social media and other content moving forward.


“We know better than anyone that there are plenty of women out there who are already accomplishing incredible, inspiring things every day. Yet women and girls don’t see themselves represented as ‘explorers.’ We had a simple theory that if women and girls see more role models in exploration, it will create more female role models for future generations,” Tom Herbst, global VP of marketing at The North Face, said in a statement.

A cornerstone of the campaign is the “Move Mountains” films that feature five inspiring women, including a few of The North Face’s own athletes. There’s a larger anthem spot for the campaign, alongside five separate spots focused on each of the women. Those women include alpinist Hilaree Nelson O’Neill, climbers Ashima Shiraishi and Margo Hayes, ultra runner and activist Fernanda Maciel and NASA scientist Tiera Guinn Fletcher. Each of the individual spots in nicely narrated by friends or admirers who go on to describe what makes each woman so powerful and inspiring.

Additionally, The North Face partnered with Girls Scouts of the USA as part of the multi-year effort to provide young women with more role models. Actress and former Girl Scout America Ferrera is also joining the effort.

Another part of the partnership between The North Face and GSUSA is 12 new outdoors-focused Girl Scout badges for young women to work toward. Some of the badges focus on climbing, backpacking, hiking and trail running, and all focus on growing through outdoor experiences.

“Girl Scouts has been blazing the trail for girls’ leadership in the outdoors for more than a century, and outdoor badges continue to be amongst the most popular category of badges our girls ask for,” Sylvia Acevedo, GSUSA CEO, said in a statement. “We are excited to partner with The North Face to help girls challenge themselves, learn about the natural world and continue the Girl Scout tradition of having life-changing outdoor experiences.”

Finally, The North Face is taking its Move Mountains mantra to heart and applying the idea of female empowerment and equality to the business. Moving forward, The North Face will invest more in product design from women and work on ensuring that the gender gap is closed among its team of athletes. This year the brand will expand its Explore Fund grant (designed to support female exploration) from $500,000 to $750,000.






CREDITS 

Client: The North Face
Head of Global Marketing: Tom Herbst
Director, Global Brand Management: Mike Ferris
Creative Director: David Carrewyn
Sr. Brand Marketing Manager: Cara Williamson
Art Director: Grace Jehan
Social Media Manager: Kiyome Okikawa
Brand Media Manager: Johanna Poch
Director, Communications: Jessica Hollister
Corporate Development and Community Giving Manager: Rachel Gray

Agency: Sid Lee
Global Executive Creative Director: Kristian Manchester
Executive Creative Director LA: Daniel Chandler
Creative Directors: Claudia Chagui, Brydon Gerus
Associate Creative Directors: Ruben Beddeleem, Annie Chiu, Betsy Decker
Copywriter: Lizzy Hopkinson
Art Director: Elliot Eliash
Designers: Yoshie Hozumi, Daniel Soderstedt
Account Director: Kelly Quinn
Account Supervisor: Rachael Ehrlich
Strategist: Samantha Smith  

Production
Global Head of Production: Claudia Roy
Senior Producer: Christina Villaflor
Producer: Viveka Garza-Gomez
Production Coordinator: Katie Schray

PRODUCTION PARTNERS
Photography
Photographer: Laurel Golio
Production: Kindly Productions
Producers: Echo Hopkins and Sarah-Jane Ashby

Films
Titles: Anthem :30, :45
Production Company: Humble
Director: Natalia Leite
President/Founder: Eric Berkowitz
Managing Director/EP: Rich Pring
Head of Production, LA: Mari Geraci
Line Producer: Stine Moisen
Films
Titles: Ashima :15, :30, :60/ Hilaree :15, :30, :60 / Margo :15, :30/ Fernanda :15, :30 / Anthem :30, :45 /
Tiera :15, :30
Post Production: Postal LA
Editor: Mandy Brown
Assistant Editor: Samantha Cook
Motion Graphics: Keith Fenter
Managing Director, Postal: Jason Mayo
Post Producer: Jody Peters
Color: Company 3
Colorist: Stefan Sonnenfeld
Color Producer: Katie Andrews
Sound Mixing: Lime Studios
Executive Producer: Susie Boyajan
Mixer: Matt Miller
Audio Assistant: Lisa Mermelstein
Music by: The Teenage Diplomat
Anthem :30 and :45 Music Track: “The Future is Female” by Madame Gandhi Ashima :15 and :30 Music Track: “The Future is Female” by Madame Gandhi Hilaree :15 and :30 Music Track: “You Are” by Scarlet A. Newman-Thomas Margo :15 and :30 Music Track: “Awareness” by Scarlet A. Newman-Thomas Fernanda :15 and :30 Music Track: “Samba Drums” by Angelo Metz
Tiera :15 and :30 Music Track: “All the Pieces” by Stuart Elliot Rowe


@ktjrichards katie.richards@adweek.com Katie Richards is a staff writer for Adweek.
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