Transforming a moment into a movement

REI: Transforming a Moment Into a Movement

Transforming a moment into a movement

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 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

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.

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With authentic stories and actions

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

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.

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.