REI: OptOutside
Agency: Venables Bell & Partners / Edelman / Mediavest / Spark
Summary
This is a story about how REI would take a risk by forgoing sales on the biggest shopping day of the year to express their brand beliefs, all in service of reinvigorating the relationship between the brand and the future of the outdoor community.
The #OptOutside campaign began as an assignment to stand out from the increasingly parodied outdoor world, but evolved into an exploration of the brand's role in society. That exploration would lead us to a creative idea that pushed the boundaries of...