Transforming a moment into a movement
We helped the REI Co-Op demonstrate its commitment to the outdoors through earned, owned, and social stories.
Role: Creative Director
Creative Development and Concepting; Art Direction.
We launched the campaign from the inside out
We announced the closing of the retailer’s stores on Black Friday via an Open Letter, penned by the Co-Op’s CEO on Medium. We paired the announcement with a steady stream of authentic employee and member stories about their love of the outdoors and commitment to the Co-Op’s environmental stewardship efforts.
And engaged the movement
The Co-Op asked us to find a way to engage and respond to their community on social. We created a gif series that tapped into the mindset of the co-op and encouraged others to experience the outdoors on the biggest shopping day of the year.
With authentic stories and actions
We paired the responsive gif series with stories of the Co-Op’s commitment to the environment and efforts to foster sustainable access to the outdoors – making REI’s #OptOutside activities all the more meaningful.
And our work was recognized by our peers around the world
Cannes Lions - Grand Prix - Titanium
Cannes Lions - Grand Prix - Promo & Activation
Cannes Lions - Gold - Integrated
Cannes Lions - Gold - Promo & Activation, Integrated
Cannes Lions - Gold - Direct, Integrated
Cannes Lions - Gold - Direct, Retail
Cannes Lions - Gold - Cyber, Retail
Cannes Lions - Silver - PR, Integrated
Cannes Lions - Silver - PR, Media Relations
Clios - Grand Clio - PR
Clios - Silver - PR, Employee Relations
One Show - Best In Show
One Show - Best In Category - Cross Platform
One Show - Gold - Cross Platform Integrated Branding
One Show - Gold - Mobile, Consumer Applications
One Show - Gold - Branded Entertainment
One Show - Gold - Cross Platform Experiential
One Show - Silver - Public Relations
One Show - Silver - Direct
One Show - Silver - Interactive
One Show - Merit - Social Media
Sabre Awards – Platinum
Team: Cory McLitus, Lisa Parisi, Saebom Bae, Tyler Gray, Cia Bernales, Ian Savage, and Tara Moore.