THE NORTH FACE
Vehicle Design & Fabrication
Adventure Planning & Testing
Safety & Logistics
Create a disruptive consumer experience to inspire busy New Yorkers to stop their day-to-day rush and routine, and go see the world. The North Face challenged N/A and ACE (Anomaly Content & Entertainment) to make a dent in the way city dwellers constantly think about what they have to do with so little time to do it. After all - sometimes we forget in the day-to-day hustle - but we have choices.
We hacked the iconic yellow cab, equipped it with a custom, interactive touch-screen, rigged it with hidden cameras, and a live feed, outfitted it with subtle branding and category-specific gear for adventure, to create the ultimate adventure taxi. For one week, we surprised taxi goers by disrupting their daily commute and presented them with a choice: go on with their busy day or do something wonderful and exhilarating. The catch? They had to go right then and there, not an hour later or a week later, literally right then. This resulted in 5 unforgettable live experiences and 4MM campaign impressions.