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Sometimes brands take on a life of their own, expanding their appeal beyond the original intended audience. The North Face is one such example—after starting out as a product for climbers, it has become one of the hottest brands in fashion.
Now, The North Face faces a marketing challenge of speaking to two different audiences: the outdoor recreation and fashion communities. Its latest campaign, by creative agency B-Reel, reminds viewers of its roots in the outdoors while positioning itself as a brand for all types of exploration, from city streets to the mountains.
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