C.REF UTMB UTMB
the brief
The North Face is launching its latest trail campaign at the UTMB 2024: The Point Of Difference, in collaboration with artist Yves Klein: The IKB (International Klein Blue) Collection. The objectives: showcase the Summit Series products and the IKB line, while demonstrating the brand’s commitment to its community through a deeply rooted experiential presence.
our response
Inspired by the brand’s spirit of exploration and Yves Klein’s quest for the invisible, we aim to paint Chamonix blue with an immersive activation program and impactful stunts throughout the week.
our strategic recommendation
Place The North Face shop in Chamonix at the core of the experience, creating a series of activations:
- to drive traffic: DJ sets, live race broadcasts, workshops.
- to boost conversions: live customizations with artist Ombeline.
- to engage the community: breakfast with athletes / runs with athletes, always-on product testing.
- to create emotional engagement through Yves Klein’s unique universe: The Blue Run Party.
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