Dive Brief:

• The North Face is unveiling a new global campaign aimed at inspiring curiosity and a new generation of explorers and expanding the definition of "exploration," the company announced via news release. 
• The campaign, which carries the tagline "never stop exploring," will include a series of short films featuring musicians, athletes and activists like producer-rapper Pi’erre Bourne, snowboarder Jess Kimura, filmmaker Jimmy Chin and activist Mikhail Martin. The brand is also launching a new Instagram account, @thenorthface_city, which will house the videos and serve as a community for explorers. 
• The North Face is also teaming up with New York City musicians on pop-up performances this fall. The first performance will feature Bourne and the re-launch of The North Face’s 1996 Nuptse Jacket on Sept. 26. Details about the location can be found by following @pierrebourne and @thenorthface_city on Instagram. 

Dive Insight:

The North Face is taking a new approach with its latest marketing push by redefining adventure and pushing the boundaries of exploration beyond its outdoor roots. By featuring musicians, activists and athletes, the brand is likely hoping to broaden its consumer base. The diverse cast could also help The North Face score with younger consumers, who are most loyal to brands that promote diversity and help them live up to their identities. Including snowboarder Jess Kimura and other women is in line with The North Face’s commitment, announced in April, to equal gender representation in all of its advertising, social media and content. 

The North Face is also clearly aiming for younger audiences with its interactive pop-up events. Dropping hints for the locations and unique experiences could help build buzz and fuel the feelings of FOMO, or "fear of missing out," that millennials and Gen Zers report regularly experiencing, as they enjoy challenging norms and trying new experiences. These consumers also appreciate experiential marketing because it gives them a chance to engage with brands in authentic ways.

Video series continue to feature prominently in marketers’ strategies. Video ad spending is projected to grow from $91 billion in 2018 to $103 billion by 2023, with video ad spend increasing to a 34% share by 2023 from 21% in 2018, according to recent Forrester research. Viewers of online video will surpass 200 million in 2018, while TV audiences will reach 258 million. Younger consumers are most responsive to video, as Gen Zers, which influence about $4 billion in discretionary spending, spend 4.2 hours streaming video per week, MNI Targeted Media research found.