Bad weather doesn’t last.
Challenge: Show younger female consumers everywhere how a personal relationship with exploration - the moments of challenge & self-discovery and the connections to nature & community - can serve to make all of us feel more alive.
Solution: There’s no such thing as bad weather when you’re a bad woman.
Women have a strong resilience to bounce back so bad weather is nothing they can’t handle.
ART DIRECTION & COPY: EMILY FLORIO & TONY WONG
The Girl Scouts X The North Face
The North Face will partner with The Girl Scouts to create 3 patches to celebrate women explorers. The patches will include pamphlets highlighting the achievements of these women. These patches will be available in stores and at National Parks.
Google Maps X The North Face
The North Face will team up with Google Maps for Women’s History Month. GPS navigation to any National Park will feature motivational stories from women pioneers.
#BWO booths will be placed in stores near women’s changing areas. The booth will change to extreme temperatures/weather conditions when activated. Women will have the chance to put their resilience to the test, as well as the resilience of The North Face.
Bad Women Only Booth