2016 Cannes Lion Titanium Grand Prix 2016 Cannes Lion Media Grand Prix 2016 D&AD Best Integrated Mobile Campaign 2016 One Show’s Best of Show
When REI offered the idea of closing the stores on Black Friday in partnership with Venables Bell & Partners - we knew they were open and ready for an effort that was far bigger than an advertising campaign. #OptOutside became a widespread cultural movement, with 1.4 million people choosing to spend Black Friday outside with REI. The campaign earned 33 straight days of media coverage with 3,423 placements leading to 6.7 billion media impressions.
REI wanted everyone outside on Black Friday - so so they created a custom site helped users find places to head outside, create social objects to pledge participation and invite friends, and see a live feed of images from the trail for inspiration. In addition to this - we created outdoor camping kits consisting of "freeze-dried Thanksgiving leftovers" that we sent to chosen influencers in the hiking and biking communities.