Fail Epically

The world only cares about winning, turning failure into a fear. Some women have made it to the top. However, most are still unlikely to allow themselves to fail because they’re perceived to be weaker and are judged more harshly than men for their failures. So at a time where the whole world tells women to win, North Face invites them to fail...epically. Because failing at something epic is winning in itself. Our campaign consists of a microsite, where any woman can apply to get sponsored. Through digital and print ads, we will spread the word to as many women as possible, especially to those who live in urban areas. We will also sponsor the professional female athletes who come in last place after the biggest sports events.