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#OptOutside
Agency Venables Bell & Partners / San Francisco + Edelman / Seattle + Starcom MediaVest Group / Chicago + North Kingdom / Los Angeles
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Category
Consumer - Integrated Branding / Integrated Branding
Annual ID
CP16009G
About the Work
Outdoor retailer REI exists to get people outside. In 2015, we did something unprecedented in pursuit of just that. On the biggest shopping day of the year, Black Friday, REI closed all 143 of its stores. Employees were paid to spend the day outdoors and all of America was invited to #OptOutside with REI. An integrated campaign was created to spread the #OptOutside movement across PR, TV, print, out of home, digital, influencer and social outreach. An online hub equipped the movement’s growing ranks with everything they needed to spend Black Friday outdoors. When the dust had settled, REI’s bold stance had shaken the entire retail landscape. The campaign earned 6.7 billion media impressions and 1.2 billion social impressions. 150 businesses followed REI’s lead and hundreds of national parks opened their doors for free. Most importantly, 1.4 million people took the same stance on Black Friday: #OptOutside.
2016 Awards
Total Points: 25
Best of Show Pencil
Credits
Agency
Venables Bell & Partners / San Francisco
Starcom MediaVest Group / Chicago
Design Firm
North Kingdom / Los Angeles
PR / Marketing Agency
Edelman / Seattle
Production Company
Tool of North America / Santa Monica
HutchCo Technologies / Los Angeles
14Four / Spokane
Brickyard VFX / Santa Monica
Art Director
Avery Oldfield
Creative Director
Lee Einhorn
Designer
Jarrett Carr
Nicola Broderick
Director
Craig Allen
Benji Weinstein
Editor
Jim Hutchins
Patrick O'Leary
Executive Creative Director
Paul Venables
Will McGinness
Writer
Adam Wolinsky
Creative Team
Jeff Teicher
Adela Chung
Jacqueline Fodor
Jason Manz
Patrick Poulatian
Mandy Sorenson
Zach Fisher
Victor Bivol
David Fisher
Michelle Wells
Marc McLean
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