REI: #OptOutside
Agency: Venables Bell & Partners
Retailer REI exists to help people enjoy the outdoors and they believe that a life outside is a life well lived. In 2015, on the biggest shopping day of the year, Black Friday, REI closed all 143 of their stores. Their 12,000 employees were paid to spend the day outdoors and all of America was invited to #OptOutside with REI. Employees, members and the public were encouraged to use this day to reconnect with the outdoors and each other.
Research confirmed that interest in the outdoors was up and the health benefits...