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July 26 2021

PHD Global Business and The North Face become double finalists

Awards & Accolades News
Agency shortlisted in the World Media Awards and M&M Global Awards

PHD Global Business has been shortlisted for two global awards for their work on the Vectiv campaign for The North Face. The trail shoe relaunch has been selected in the Luxury, Lifestyle & Fashion category at the World Media Awards and for the Best Integrated Campaign at the M&M Global Awards.

The North Face tasked PHD with relaunching their trail running shoe product line with a new hero product – the Vectiv – set to debut in Spring 2021. PHD’s research showed that while runners were more active during the pandemic, the regulations meant they could not travel far to do their trail running and exploration.

Using a combination of endemic print, OOH, and digital, PHD found ways to reach those runners exactly where they were spending time – at and near home. The team took a US partnership with Strava and reimagined it for a locked-down Europe. The agency used route data from Strava and Talon to identify the OOH locations the target audience were most likely to run by. The results were impressive: Strava challenge sign-ups were upwards of half a million, with an increase in category footwear and clothing sales, as well as brand uplift.

The World Media Awards showcase the best in international content-driven, cross-border advertising, attracting entries from around the globe including, Chile, Denmark, Germany, Japan, Spain, UK and the US. The winners will be announced on Thursday 9 September 2021, at The Ham Yard Hotel in London.

The M&M Global Awards reward the best-in-class in international media and marketing. The categories focus on work in the industry from sectors ranging from finance and FMCG to automotive and sport, campaigns based around media channels, successful partnerships, communication strategies and social impact. For the second year in a row, the winners of the M&M Global Awards will be announced in a virtual ceremony, taking place on Thursday 16 September 2021.

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