The North Face:
#TheColdestDub
The North Face once dominated grime and street style culture, but as the brand grew more mainstream, it lost its connection to the scene.
With the growing popularity of Grime 3.0, we saw this as an opportunity to authentically reconnect with grime culture and a new generation in a way the community would genuinely engage with and share.
We launched ‘The Coldest Dub’, a socially powered remix competition inviting producers to create a track for legendary Grime MC, D Double E, dropping an exclusive acapella created just for the campaign, turning the community into the campaign itself.
The Results?
34 million+ views
400%+ above KPI for entries
+40% word-of-mouth
+23% consideration
The track’s getting played everywhere from Boiler Room sets in India to underground clubs in London. The North Face reconnected with a new generation and cemented itself in back in grime culture forever through the lyrics, “I’m in my North Face jacket doing a lot.”
Listen here - Doin a lot
