Psicobloc Open Series Montreal 2019-2021 | Brand Activation

Challenge:

Amidst the adrenaline-fueled atmosphere of the Psicobloc Open Series, our challenge was dual-faceted: amplify The North Face's presence in a meaningful, memorable way and galvanize community support for ClimbMTL. Achieving this required more than logistical precision; it demanded creativity, a deep understanding of the climbing culture, and the ability to mobilize the climbing community around a shared vision for accessible climbing for all.

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Solution:

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Innovative Exchange Mechanism: Leveraging the universal appeal of exclusive, custom-designed t-shirts, we initiated a donation exchange that turned each contribution into a wearable statement of support. These t-shirts, emblematic of both the donor's generosity and their affinity for climbing, quickly became coveted items, selling out yearly and turning attendees into ambassadors for the cause.

Dynamic Brand Activation Space: Our activation transcended traditional booths, becoming a bustling hub of interaction, education, and community. Here, attendees not only learned about ClimbMTL's mission but also engaged directly with The North Face's ethos of exploration and adventure, all while contributing to a noble cause.

Strategic Logistics Mastery: Anticipating the surge of support, our strategic approach to logistics, inventory management, and real-time adjustments ensured that the momentum of donations and t-shirt exchanges never waned, keeping the spirit of generosity alive throughout the event.

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Services Provided:

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Holistic Event Production: From concept to execution, our services encapsulated the essence of The North Face’s brand, marrying it seamlessly with the spirited ethos of the Psicobloc Open Series.

Cause-Driven Marketing: We didn't just create a campaign; we sparked a movement, rallying the climbing community around ClimbMTL's vision with every t-shirt exchanged for a donation.

Operational and Creative Excellence: Our operational agility and creative direction ensured that every aspect of the activation—from the design of the t-shirts to the execution of the exchange—was an experience in itself, leaving a lasting impression on all participants.

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Impact:

The partnership between The North Face and the Psicobloc Open Series from 2018 to 2021 transcended the conventional boundaries of brand activations. It became a testament to the power of community, courage, and commitment, rallying climbers and spectators alike around the vital cause of making climbing accessible to Montreal's youth. The initiative's resounding success each year underscored the community's readiness to support meaningful causes, reaffirming The North Face’s role as a catalyst for positive change within the outdoor sports community.