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Non-Traditional
Guerrilla Marketing

Gold Winner

Entrant: Venables Bell & Partners, San Francisco
REI - "#OptOutside"

Corporate Name of Client: REI

Head of Client Services: David Corns

Media Company: Starcom MediaVest Group

PR / Marketing Company: Edelman

PR / Marketing Executives: Tamra Strentz/Jessica Chromy/Tyler Gray/Lisa Kovitz/
    Liz Foster

Agency Account Supervisor: Krista Muir

Agency Account Manager: Ariel Rosen

Agency Strategic Planner: Mike Riley

Communications Strategy Director: Gavin Jones

Business Leader: Colleen McGee

Agency: Venables Bell & Partners, San Francisco

Executive Creative Director: Will McGinness

Creative Director: Lee Einhorn

Copywriter: Adam Wolinsky

Art Director: Avery Oldfield

Director of Integrated Production: Craig Allen

Agency Producer: Jake Grand

Project Manager: Shannon Fischer

Production Company: Tool of North America

Director: Benji Weinstein

Senior Executive Producers: Raquel Bedard/Anna Fields

Executive Producer: Lori Stonebraker

Line Producer: Jason Manz

Director of Art Production: Jacqueline Fodor

Senior Integrated Producer: Marc McLean

Director of Experience Design: Jeff Teicher

Head of Strategy: Michael Davidson

VFX Company: Brickyard Vfx

Editing Facility: HutchCo Technologies

Editors: Jim Hutchins/Patrick O'Leary

Designers: Jarrett Carr/Nicola Broderick


Description of the Project: 
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.