ADC Awards
ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. These awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design – all with a focus on artistry and craftsmanship.
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Category
Craft in Video / Editing - Single
Annual ID
ADC_ADV17066M
About the Work
While enjoying mass appeal, The North Face struggled with a lack of purpose. Consumers recognized the quality of the apparel, but it often stopped there. They liked the sound of Never Stop Exploring, but when asked if they identified with it or even understood it, reactions were flat. The problem was that people don’t identify with modern-day explorers. The athletes are asked the same questions over and over again: Why would you put yourself in harm’s way? What are you trying to prove? Do you have a death wish? The athletes’ drive to push the limits of human potential is often eclipsed by the fact that people think they are crazy. So how do you get the world to believe that exploration matters, when most don’t understand modern-day exploration? Question Madness provoked people to rethink preconceived ideas and to understand that exploration is vital to our growth and progress.
2017 Awards
Total Points: 5
Merit Honor
Credits
Agency
Sid Lee / Montreal
Production Company
Nonfiction Unlimited / Santa Monica
Union Editorial / New York
Art Director
Jean-Michel Mercier
Alexandre Burt-Riley
Creative Director
Kristian Manchester
Brian Gill
Jean-François Dumais
Director
Stacy Peralta
Jeff Stonehouse
Editor
Eric Argiro
Agency Producer
Claudia Roy
Mark Johnston
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