A globally renowned professional outdoor brand――The
North Face 2012 “Go Wild”The brand theme campaign was officially launched in Moganshan. Upholding the““Never Stop Exploring””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 toward 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 its brand spirit of never-ending exploration, it has launched theThe
North Face ““Go Wild””theme campaign, encouraging everyone to step outdoors—to discover, to release, to harvest, to go wild—and together explore another possibility of life. To this end,The North Faceit has specially collaborated 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 campaign,The North Facethe event was specially held at Naked Stables, where the concept of “going wild” was truly interpreted 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 at an open-air cinema. When the protagonists—the former national mountaineering team coach and athlete Sun Bin, wildlife photographer Xi Zhinong, New Weekly publisher Sun Mian, and well-known philanthropic volunteer and traveler Zhang Xiaoyan—arrived on-site and, together with Director Lu Chuan andSun Bin, former national mountaineering team coach and athlete, wildlife photographer Xi Zhinong,New Weekly publisher Sun Mian, andThe North Facewell-known philanthropic volunteer and traveler Zhang Xiaoyan, joined Director Lu Chuan andThe North Face 2012“China General Manager Zhong Jingwei to light the spectacular “Go Wild” fireworks that illuminated the valley of Moganshan, the entire event reached its climax.”The “Go Wild”
“campaign was officially launched.”The launch event was "wild" in every sense.
Unlike traditional brand launch events,The North Facethis "Go Wild" event was held in a valley of Moganshan, surrounded by rolling mountains. The two-day event saw media and guests divided into groups by lottery to participate in all activities. At the same time,The North Facea specially designed outdoor-style“Go Wild”guidebook was created for attendees, who were grouped for interactive sessions, followed by a hiking experience the next day. A series of outdoor displays (such as a marching flag, Go Wild photo frames, stacked stones, and drifting boats) and interactive games (tent building, group photos, bonfire dinners, etc.) not only greatly enhanced the“Go Wild”atmosphere but also brought participants closer together. To add fun to the7kilometer-long hikeThe North Faceon the second day and test each team’s collaboration skills,7team games were organized along the hike route. After completing the hike, teams were evaluated and awarded prizes based on their performance in the games. After the event, attendees expressed that they 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 subway every day, repetitive routines, and urban air pollution make our lives feel heavy with stress. Life doesn’t have to be this way—there is another possibility, a whole new world waiting for you to explore and discover. It’s completely different from the familiar city: there is a wonderful paradise, harmonious flora and fauna, and a vibrant natural landscape; there is a new version of yourself waiting to be found, allowing your soul to be completely purified and your body to be freely released; there are also like-minded friends waiting for us to meet, know, and cherish.The North Facebelieves that by letting go of all complexities and heading outdoors,――releasing yourself in nature, we can all“Go Wild”together and 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 one's wild side.“Go Wild”is about shedding the burdens of identity, status, relationships, and interests, and setting forth into the outdoor world with nothing but genuine curiosity.“Go Wild”is the best way to escape urban pressures and experience life in nature. Through“Go Wild”, we make it possible3R,torelease(free yourself),rediscover(rediscover yourself),reconnect to the world(and reconnect with the world.)For every“Go Wild”enthusiast, there is always a reason that motivates them to take the first step and keep going./The reason she took the first step and kept going with every step after.
n “The Meaning of Go Wild”The meaning
“Go Wild”is different from ordinary travel — it is an outdoor lifestyle entirely created by outdoor sports enthusiasts themselves.“Go Wild” encourages everyone to step outside, immerse in nature, exercise the body, and purify the mind. Anyone who is willing can choose 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 urban stress. By venturing outdoors, we can explore the wonders of nature and take in its breathtaking scenery. It allows you to rediscover the world and see yourself anew.
“On your Go Wild”journey, you may meet like-minded“travel companions”, where there are no social hierarchies, no ties of self-interest, and everyone is equal — allowing you to rediscover the most precious connections between people.