Despite these setbacks, The North Face and FRED & FARID Shanghai have come together to reinvent TNF100 and answer the question: "Why should we keep running?" To promote the relaunch, the independent agency has developed a fully integrated campaign called 'TNF100 Reasons to get back to trail,' which includes a 5-minute film, a giant billboard in the heart of Shanghai, and campaign posters. The campaign was almost entirely user-generated, thanks to the participation of 100 professional runners and influencers from The North Face community. They provided their pictures, videos, and voices to support their own reasons for getting back on the trail.
Problema
Relaunch the TNF100, the iconic 100km ultra trail race, after a three-year absence. The event, known as "one of the toughest and most beautiful ultra trail experiences in the region," has faced significant challenges in recent years, including the COVID-19 pandemic and a tragedy at a similar event in north west China.
