The North Face swapped Wikipedia’s photos for its own to top Google.
In 2019 the brand’s Brazilian agency, Leo Burnett Tailor Made, photographed more than 15 famous places, from Peru’s Huayna Picchu to Scotland’s Cuillin, with people in its gear, and put the pictures on the places’ Wikipedia pages so they would lead Google’s image results for free. Wikipedia learned of it from the brand’s own video, which boasted “we switched the Wikipedia photos for ours.”
The North Face on Brandseum