After shocking its customers last year with a disappearing floor that made people climbing up the walls of the store, The North Face Korea returned with another memorable stunt.
In order to promote its new winter collection, the outdoor brand opened a pop-up store in Seoul in the middle of a huge downtown mall where shoppers could not only try on the new jackets, but feel the true challenges of a South Pole adventure.
Initially the shoppers were invited to take a seat in a sledge and use a pair of Oculus Rift VR headsets to enjoy the virtual experience of being pulled by sled dogs. In just few seconds after they took off the headsets, the participants found themselves pulled by real sled dogs through an exciting course through the mall. A new jacket was also waiting them at the finish line.
The North Face jacket collection was named ‘McMURDO’, which is also the name of the largest South Pole station. (A U.S. Antarctic research center on the south tip of Ross Island).
The campaign was realized with the help of ad agency Innored and Korea’s national dog sledding team.