Drop The North Face back into youth culture

Challenge

The North Face have been a staple in youth culture for decades — but for millennials. Younger audiences who haven’t grown up with Grime haven’t witnessed the role the brand has played in the genre’s evolution. Our brief was to help re-connect The North Face with Grime for a younger audience.

Solution

The Coldest Dub — our campaign with The North Face, created to uncover the next generation of UK producers. D Double E kicked things off with an exclusive a cappella, and we threw the challenge out to our community: lay down your best track.

We ran the campaign across @culted, via out-of-home and through key Grime community partners — and the response was unreal. A diverse wave of remixes landed in just a matter of days.

The campaign culminated with a live event hosted by DJ AG, who spotlit the best entries and announced the winner — all streamed live to his audience.