Global renowned professional outdoor sports brand――The
North Face 2012 “Go Wild”The brand theme event was officially launched in Moganshan. Upholding the belief in“never-ending exploration”as its brand spirit,The North Facelast year it successfully launched“the "Head North"”campaign, which aimed to encourage everyone to find their own life coordinates through outdoor exploration in search of the northernmost point. The campaign not only sparked a wave of enthusiasm for outdoor sports but also became a hot topic of social discussion. This year,The North Face staying true to the brand spirit of never-ending exploration, it has initiated theThe
North Face “Go Wild”theme event, advocating that everyone step outdoors to discover, release, gain, and go wild — together interpreting another possibility of life. To this end,The North Faceit has specially partnered with renowned director Lu Chuan, using his directed“Go Wild”series of short films to tell the different“Go Wild”stories of four protagonists: Sun Bin, Xi Zhinong, Sun Mian, and Zhang Xiaoyan, inspiring everyone to find their own reason to go wild and take“the first step“toward going wild.
On the day of the event,The North FaceMoganshan’s Naked Stables was specially chosen to truly embody the concept of “going wild” in a natural setting. Director Lu Chuan personally unveiled the mystery of the “Go Wild” short films. Media partners and guests from across the country, as the first audience, experienced a visual “Go Wild” journey through the director’s lens in an open-air cinema. When the short film protagonists — formernational mountaineering team coach and athlete Sun Bin,wildlife photographer Xi Zhinong, New Weekly magazine president Sun Mian, andrenowned philanthropic volunteer and traveler Zhang Xiaoyan — arrived on site and, together with Director Lu Chuan andThe North FaceThe North Face China General Manager Zhong Jingwei, lit the spectacular “Go Wild” fireworks that illuminated the valley of Moganshan, the entire event reached its climax.The North Face 2012“The Go Wild”event was officially launched.
“Go Wild”The launch event was "wild" in every sense of the word
Unlike traditional brand launch events,The North Facethis "Go Wild" event took place in the valley of Moganshan, nestled among undulating mountain ranges. The two-day event saw media and guests divided into groups via a lottery system, participating in all activities throughout. At the same time,The North Facea uniquely outdoor-style“Go Wild”guide was designed for attendees, who were grouped for interactive sessions, followed by a hiking experience the next day. A series of outdoor displays (such as battle flags, Go Wild photo frames, stacked stones, and drifting boats) and interactive games (tent pitching, group photos, bonfire dinners, etc.) not only greatly enhanced the“Go Wild”atmosphere but also brought participants closer together. To make the second day's7kilometer-long hike more fun while also testing each team’s collaborative skills,The North Facevarious group games were incorporated into the hiking experience. After each team completed the7kilometer hike, prizes were drawn based on their performance in the games. After the event, attendees expressed that they had deeply felt the "Go Wild" joy that the brand aimed to convey.
About“Go Wild”
n “The Reason for”Go Wild
We who live in the city are almost suffocated by the fast-paced, mechanical, and high-intensity work and life. The crowded subways every day, the repetitive routines, and the polluted urban air all make our lives feel weighed down. Life shouldn’t be this way—there is another possibility, a whole new world waiting for you to explore and discover. It is completely different from the familiar city: there lies a wonderful paradise, with harmoniously coexisting plants and animals, and vibrant natural beauty; there is a new version of yourself waiting to be discovered, allowing your soul to be thoroughly purified and your body to be freely liberated; there are also like-minded friends waiting to be met, understood, and cherished.The North Facebelieves that by letting go of all complexities and stepping outdoors――to free yourself in nature, we can all“Go Wild”together and jointly interpret another possibility of life.
n “Go Wild”Definition
“Go Wild”has a dual meaning:a. To go into the wilderness and experience nature;b. To cast off constraints and unleash your wild side.“Go Wild”is about shedding the burdens of identity, status, relationships, and interests, carrying only a sincere sense of curiosity as you venture into the outdoor world.“Go Wild”is the best way to escape urban pressures and to experience life in nature. Through“Go Wild”, we can make it happen3R,Justrelease(set yourself free),rediscover(rediscover yourself),reconnect to the world(and reconnect with the world). For every“Go Wild”enthusiast, there’s always a reason that inspires them to take the first step and keep going./The reason she took the first step and kept going with every step after that.
n “Go Wild”means
“Go Wild”is not just ordinary travel—it’s an outdoor lifestyle entirely created by outdoor sports enthusiasts.“Go Wild” encourages everyone to step outside, immerse in nature, stay active, and cleanse the soul. Anyone who’s willing can embrace this way of life and philosophy, freeing themselves in natural surroundings and seeing the world through a new lens.
“Go Wild”is one of the best ways to escape the pressures of city life. By heading outdoors, we can explore the wonders of nature and take in its breathtaking landscapes. It allows you to rediscover the world and better understand yourself.
“On your”Go Wild“journey, you might meet like-minded”travel buddies. Here, there’s no social status divide, no ties of personal gain—everyone is equal, allowing you to rediscover the most valuable connections between people.