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#OptOutside
Agency Venables Bell & Partners / San Francisco + Edelman / Seattle + Starcom MediaVest Group / Chicago + North Kingdom / Los Angeles
Category
Consumer - Branded Social Campaign / Branded Social Campaign
Annual ID
SM16035M
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
2016 Awards
Total Points: 5
Merit
Credits
Agency
Venables Bell & Partners / San Francisco
PR / Marketing Agency
Edelman / Seattle
Starcom MediaVest Group / Chicago
Production Company
North Kingdom / Los Angeles
Tool of North America / Santa Monica
HutchCo Technologies / Los Angeles
Brickyard VFX / Santa Monica
14Four / Spokane
Art Director
Avery Oldfield
Creative Director
Lee Einhorn
Director
Craig Allen
Benji Weinstein
Editor
Jim Hutchins
Patrick O'Leary
Executive Creative Director
Paul Venables
Will McGinness
Producer
Jake Grand
Jason Manz
Lori Stonebraker
Jane Hutchins
Linda Jackson
Jeff Blodgett
Raquel Bedard
Anna Fields
Writer
Adam Wolinsky
Creative Team
Jeff Teicher
Adela Chung
Jacqueline Fodor
Patrick Poulatian
Mandy Sorenson
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