We worked with The North Face to launch ‘Explore Mode,’ their global spring campaign. The aim was to get people to unplug from their always-on lives, turn on Explore Mode and connect in real life to the world, each other and ourselves. At Sid Lee, I was fortunate to be part of this epic project that was equal parts grassroots activism as well as advertising.
We wanted to mobilize past getting people off of their devices (and selling some sweaters), so we also started a change.org petition to make Earth Day a national holiday. We challenged other companies to join (and successfully got National Geographic, Clif Bar, POW, Headspace to name a few). In the week leading up we partnered with musicians, artists and culinary influencers to host a series of one-of-a-kind experiences that encourage people to disconnect digitally and engage with their surroundings. Boldest of all, we shut down 113 stores in the US and Canada, as well as TNFs global headquarters on Earth Day to provide opportunity for employees to disconnect and explore.
Check below for some of the highlights across, print, social, and experiential.
We worked with The North Face to launch ‘Explore Mode,’ their global spring campaign. The aim was to get people to unplug from their always-on lives, turn on Explore Mode and connect in real life to the world, each other and ourselves. At Sid Lee, I was fortunate to be part of this epic project that was equal parts grassroots activism as well as advertising.
We wanted to mobilize past getting people off of their devices (and selling some sweaters), so we also started a change.org petition to make Earth Day a national holiday. We challenged other companies to join (and successfully got National Geographic, Clif Bar, POW, Headspace to name a few). In the week leading up we partnered with musicians, artists and culinary influencers to host a series of one-of-a-kind experiences that encourage people to disconnect digitally and engage with their surroundings. Boldest of all, we shut down 113 stores in the US and Canada, as well as TNFs global headquarters on Earth Day to provide opportunity for employees to disconnect and explore.
Check below for some of the highlights across, print, social, and experiential.
We worked with The North Face to launch ‘Explore Mode,’ their global spring campaign. The aim was to get people to unplug from their always-on lives, turn on Explore Mode and connect in real life to the world, each other and ourselves. At Sid Lee, I was fortunate to be part of this epic project that was equal parts grassroots activism as well as advertising.
We wanted to mobilize past getting people off of their devices (and selling some sweaters), so we also started a change.org petition to make Earth Day a national holiday. We challenged other companies to join (and successfully got National Geographic, Clif Bar, POW, Headspace to name a few). In the week leading up we partnered with musicians, artists and culinary influencers to host a series of one-of-a-kind experiences that encourage people to disconnect digitally and engage with their surroundings. Boldest of all, we shut down 113 stores in the US and Canada, as well as TNFs global headquarters on Earth Day to provide opportunity for employees to disconnect and explore.
Check below for some of the highlights across, print, social, and experiential.
We worked with The North Face to launch ‘Explore Mode,’ their global spring campaign. The aim was to get people to unplug from their always-on lives, turn on Explore Mode and connect in real life to the world, each other and ourselves. At Sid Lee, I was fortunate to be part of this epic project that was equal parts grassroots activism as well as advertising.
We wanted to mobilize past getting people off of their devices (and selling some sweaters), so we also started a change.org petition to make Earth Day a national holiday. We challenged other companies to join (and successfully got National Geographic, Clif Bar, POW, Headspace to name a few). In the week leading up we partnered with musicians, artists and culinary influencers to host a series of one-of-a-kind experiences that encourage people to disconnect digitally and engage with their surroundings. Boldest of all, we shut down 113 stores in the US and Canada, as well as TNFs global headquarters on Earth Day to provide opportunity for employees to disconnect and explore.
Check below for some of the highlights across, print, social, and experiential.
