31 YEARS CELEBRATING THE POWER OF IDEAS
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Communications Strategy Director: Gavin Jones
Business Leader: Colleen McGee
Director of Art Production: Jacqueline Fodor
Director of Experience Design: Jeff Teicher
Head of Strategy: Michael Davidson
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
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
Senior Integrated Producer: Marc McLean
Line Producer: Jason Manz
VFX Company: Brickyard Vfx
Editing Facility: HutchCo Technologies
Editors: Jim Hutchins/Patrick O'Leary
Designers: Jarrett Carr/Nicola Broderick
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.