The North Face asked us to create a back-to-school retail campaign that featured backpacks. We created #GIVEPACK. Every backpack purchased helped send underserved youth on wilderness expeditions.
TNF athletes helped spread the word.
We shared their videos via email.
![](https://freight.cargo.site/t/original/i/676713ffc8e1e6c7f6dc8e0ba37359e2f27908980c9cee22ad13c86684f8226b/knut_book4.jpg)
We gave #GIVEPACK pins to anyone who bought a backpack.
![](https://freight.cargo.site/t/original/i/9dac917fb02913a1d2cead4bfc8079141c92921e03af3a457eed441ba499d395/knut_book3.jpg)
![](https://freight.cargo.site/t/original/i/e4087ca4005b3b1917340baa2220868ae4ee561e16a9de2e677128a1094caffc/knut_book2.jpg)
The paparazzi even caught Miley Cyrus sporting the #GIVEPACK pin.
![](https://freight.cargo.site/t/original/i/8d5ba9199980f46618b77d4d6b9ce1325225996cf62d0ec7375c074cfcf7d496/knut_book1.jpg)