The North Face has launched an interesting new brand campaign that crosses genres and even dips into the music industry.
The apparel company partnered with the band My Morning Jacket on a remake of Woody Guthrie’s “This Land Is Your Land,” which is featured in the video above. The spot will be featured in a national ad campaign.
The video, coupled with action-packed images of skiing, hiking and all around adventure, is well done and gets the adventure juices flowing.
The North Face didn’t stop there, also creating a web-based list of 50 favorite places to play produced with the help of Outside Magazine.
Finally, My Morning Jacket and TNF will raise money for the 21st Century Conservation Service Corps. All the artist proceeds from every download of the song between October 21st, 2014, and January 18th, 2015, will be donated to the non-profit, and TNF will also contribute $250,000 to the group that puts young people and returning veterans to work caring for our nation’s lands, water, and wildlife.