Shock ? Fear ? Exceed limits ! Fight for what you want. “Never stop exploring!“— this is the heart of the message from The North Face and South Korean agency Innored, a philosophy that they are conveying to consumers who are used to their comfortable city lives and losing their natural strengths.
To test this concept live, The North Face created a specially-equipped pop-up shop that puts consumers in a “candid camera” type of scenario: while customers are trying on clothes, they experience a loud, sudden shock; the floor and ceiling begin to disappear, and the dismayed consumers are forced to climb a specially-designed wall.
While products come down, a digital panel displays an unexpected challenge: “Are you willing to explore in order to get your products? Or are you going to hesitate or give in?”
The pop-up shop’s promotional video hit 7,700,000 views within one month.
Credits : pictures included with the authorization of Innored
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