THE NORTH FACE | TNF100 | 100 REASONS TO GET BACK

How do you promote a race of a 100km, canceled for the last 3 years in a row?

 

2020 | First-wave of COVID-19

The whole country just stopped, trying to figure out what the hell was happening; naturally, all events have been canceled, including TNF100.

2021 | Gansu’s ultramarathon tragedy

21 runners died after an extreme weather change in a government-run 100km trail running race held in north west China. Following the event, TNF100 have been cancelled.

2022 | Multiple citywide lockdowns

More than 70 Chinese cities, including the biggest of the country (Beijing, Shanghai, Shenzhen, Guangzhou, Xi’an, etc) have been placed under full or partial Covid lockdowns; impacting more than 300 million people.

Challenging the very reason of TNF100's existence

From Is running a race of
100km essential?

 

To Why should we keep running?

 
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TNF100 ONESHOW BOARD_FINAL.jpg

Credits

Agency: Fred & Farid Shanghai
Client: The North Face
Title of the campaign: 100 reasons to get back to trail
Chief creative officers: Fred & Farid
Executive creative director: Feng Huang
Group Creative director: Adrien Goris
Copywriters: Adrien Goris, Leo Liu
Art directors: Billy Liao, Zoy Wang
Agency supervisors: Paul Lin, Quinn Jiang, Jenny Wei
Agency producer: Charles Renard, Sakura Zhi
Production company: Fred & Farid Production 
Executive Producer：Charles Renard
Producer: Sakura Zhi
Editor: Yim
Grading & Onine: Fred & Farid Production 
Music: Fred & Farid Production 
Sound Recorder, Design & Final Mix: Ker Sound (Shanghai)

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