AGENCY
John Livengood, Exec. VP-Exec. Creative Dir.
Jason Stanfield, Assoc. Creative Dir.-Art Dir.
Ray Page, Assoc. Creative Dir.-Interactive
Matt Gilmore, Copywriter
Phil Gillman, Dir.-Interactive Production
Stacey Kryman, Bus. Dir.
Jason Gingold, Consumer Strategist
Fluid Inc.
Andrew Sirotnik, Chief Experience Officer
Kent Deverell, Prin.
OMD, Seattle
Michelle Estrada, Media Strategist
SUMMARY
In 2006, The North Face, a brand not known for footwear, set out to gain distribution for a new line of endurance shoes. With Dean Karnazes, poster boy for endurance running, we created a historic expedition to demonstrate the boundaries of human endurance: The North Face Endurance 50. The implausible and never-before-attempted, jaw-dropping 50 marathons in 50 states in 50 consecutive days helped propel The North Face's endurance business by 208% between 2006 and 2008, an 832% increase over goal.
