NO MAN EVER STEPS IN THE SAME HOLE TWICE ︎ NO MAN EVER STEPS IN THE SAME HOLE TWICE ︎ NO MAN EVER STEPS IN THE SAME HOLE TWICE ︎
The North Face
100 Reasons Get Back to TrailHole Code｜#20220721
● CONTEXT
TNF100 is an ultra trail of 100km long, one of the toughest race of all, with thousands of participants attending every year. However, for the past two years, everything had to stop: The Gansu Ultramarathon Tragedy [1] - 21 runners died after an extreme weather change in a government-run 100km trail running race held in north west China. Multiple citywide lockdowns: [2] Over the past two years, China’s zero-Covid policy [3] led to multiple full or partial lockdowns in at least 27 cities across the country, affecting up to 180 million people, according to CNN’s calculations.
● IDEA
All these dramatic events shook at it’s core TNF100 fundamentals, redefining even the very reason of our existence, eventually pushing us to reinvent ourselves and answer to the right question: From why should we keep running a race of 100km? To why should we get back to trail?
Introducing TNF100 reasons to get back to trail — an integrated campaign including an 5min long online film, a series of KVs, social posters, and a giant “100 reasons” billboard in the center of Shanghai.
● MANNER
In China, any creation or topic related to the epidemic will be regarded as sensitive content, also, our client’s budgets is limited, so how can we encourage runners or even attract the attention of amateurs through a 5min film? Combining the above two key points, we adopted an excellent way to communicate - collecting the answers directly from 100 real runners in the form of a questionnaire, then leverage it to our UGC film.
Thanks to 100 professional runners and influencers who took part in the project from conception to production of this campaign; providing their images, videos, even voices to support their own reasons to get back to trail.
{ Why Should We Get Back to Trail? }
100 Reasons From TNF100 Runners
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{ Online }
100 Reasons Posters & Board
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{ Offline }
Billboard in Central Shanghai &
Camps Venue Setting
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{ Extension }
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{ Media Press }
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{ Credits }
Fred & Farid
2022
{ Role }
Creative Direction
Art Direction
Design Execution
{ Collabs }
Supervisors｜Quinn Jiang, Jenny Wei
Creative Direction｜Adrien Goris, Feng Huang
Copywriters｜Adrien Goris, Leo Liu
Producer｜Charles Renard, Sakura Zhi
Music Composition｜Ker Sound®
Editor｜Yim