The North Face Red Flag

"Never Stop Exploring" is The NorthFace’s belief, however in the newly rich China, people prefer luxury and comfort over being in the great outdoors. To encourage them to "start exploring," we launched the integrated “Red Flag” movement mobilizing couch potatoes to simply get out and explore China. In 18 days, with their mobile phones, people claimed little-known territories and planted virtual "red flags." Mini rugged environments were built in city centers for the public to get a taste of outdoor activities such as rock climbing and cross-country hiking. The most enthusiastic explorer planted over 7000 red flags.