Pubblimarket2 signs the cross-media operation for THE NORTH FACE® SUMMIT SERIES™ 2013.
Pubblimarket2 handled the creativity for the ADV campaign, web supports and POP materials
For the third European flight of its Spring 2013 collection, The North Face® invited Pubblimarket2 to take care of the cross-media operation for the European launch supporting the Summit Series™ 2013 collection.
Pubblimarket2 is an agency specializing in strategic marketing communications, and with considerable experience in the sporting sector. Following on from the footwear and equipment campaigns, it took care of the creativity for the Summit Series™ 2013, the top-of-the-range collection of outdoor apparel and equipment, designed to handle even the most extreme conditions.
With the strapline “ATHLETE TESTED. EXPEDITION PROVEN™.” the collection is designed for people who aim to constantly seek out new paths to explore, offering high quality and innovation to ensure technical excellence and authenticity. In order to optimally represent these concepts, the US company communicates using pictures of internationally-renowned athletes putting their products to the test in the real world.
Pubblimarket2 was asked to adapt and develop the American concept to suit a European mood, handling the creativity of the advertising campaign, the web supports and POP materials.
This year the visuals focus on the Verto Climb collection, which offers incredibly light climbing apparel - some garments actually weigh less than some karabiners - tested by the athletes of The North Face® team, Hansjörg Auer, Ikek and Eneko Pou, who pushed their own boundaries, swiftly exploring new free climbing routes on Baffin Island in Canada.
The campaign is online from early May, both on major websites in the sector and in the main vertical printed news publications, where the cross-media operation was boosted with an extra half-page to support the 150 selected retail outlets specializing in the sale of the products from the Summit Series™.