Opt Outside

Role: Campaign and content strategy

REI closed its doors on Black Friday and paid employees to take the day off and #OptOutside. The renown campaign trended on all U.S. social networks and attracted 6+ billion earned media impressions. The campaign won 9 Cannes Lions, including the Titanium Grand Prix. Over the past three years, more than 15 million people and 700 organizations have joined the movement.

Force of Nature

Role: Campaign and content strategy

REI proclaimed that the outdoors should be the world's largest level playing field -- a statement focused on gender equality. The Force of Nature campaign included a $500,000 grant for outdoor women's organizations, an original study on gender equity in the outdoors, and an integrated branded content relationship with Outside Magazine, including print, digital, film and podcast. 

Every Trail Connects

Role: Campaign and content strategy

REI recognized that trails are a gateway to the outdoors from neighborhood backyards to National Parks backcountry. In a multi-year effort, we told the stories about how trails connect us to the outdoors and each other, and invited our members to help us invest in non-profit organizations that build and maintain trails in their communities.