CLIENT ASK:

“As part of our Canada wide content strategy, find & produce a story for the Quebec market that makes an emotional connection with local runners while embodying the essence of Never Stop Exploring through the new Vectiv Trail Running range”

INSIGHT:

Our research uncovered that the majority of trail runners in Quebec are 25+ males, often with families. While many trail running stories emphasize solely long-distance achievements, we worked tirelessly to find a narrative that would resonate more deeply with men, fathers, and runners, offering a more unique, emotional, and vulnerable perspective to aid engagement.

SOLUTION:

Having explored various narratives, we finally discovered the inspiring tale of Marc-Antoine Forand & his son Noah:

Marc-Antoine was a new dad who, following the birth of his son with down syndrome was inspired to start ultra trail running to prove to him that anything is possible.

Having never previously been much of a runner, Noah’s physical & mental challenges gave Marc-Antoine the incentive to train & mentally prepare for the Bromont Ultra - a gruelling 160KM trail race.

We took this extraordinary story & skillfully wove the narrative into the tapestry of "Never Stop Exploring," infusing it with an emotional resonance of ‘Never Stop Exploring Yourself’, urging fellow runners to explore not only the world around them but the limitless terrain within themselves.

This inspiring feature found its way onto numerous outdoor and sports e-commerce platforms, linking through to The North Face's Vectiv Trail product range. The result was a remarkable 30,000+ views across Quebec, making it one of the most-viewed and engaged with assets within The North Face's expansive Canada-wide Vectiv Trail content strategy.