How to launch a surprise collaboration
Creative agency FRED & FARID team up with The North Face to turn a dull announcement into a celebration. By focusing on vibrant photography and a video showcasing "the coldest pop-up store" ever, this press release builds excitement.
Notice that the copy is kept short, and ends with a direct call to its audience: #NeverStopExploring. This is an excellent if subtle nudge in The North Face's branding. They know that their target audience sees themselves as explorers, adventurers, and the very concept of the campaign (a pop-up store in the middle of a tundra wilderness) aligns perfectly with that image. It makes the reader excited and proud to be part of the brand.