REI #OptOutside

REI, a purpose-driven outdoor retailer, launched its #OptOutside campaign in the US to raise brand awareness on Black Friday.

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...

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