Campaign details
Advertiser: REIAgency: Edelman
Creating a Moment That Launched a Movement - #OptOutside: Turning Black Friday Inside Out
On Black Friday, millions of people and hundreds of organizations chose to do something different. They turned the most celebrated shopping day of the year on its head by deciding to #OptOutside. REI, a purpose-driven outdoor retailer and the nation's largest consumer co-operative, shocked the retail world by shutting its 143 stores on Black Friday, blacking out its website and paying all 12,000 employees to get outside with family and friends.
The Assignment:
- Share the co-op's purpose...