OPT OUTSIDE 2016
 

How do you take one of the most successful campaigns in REI history and do the sequel? You ask for help. We realized that we couldn't reach people alone so we asked our members, customers, and other companies a simple question: Will you go out with me? Over 6 million people have said they are opting out this black friday along with multiple companies and parks. That quite the improvement on the 1.4 million who chose last year, and on half the media budget. 

ROLE: CREATIVE DIRECTOR  |  COPY LEAD: MATT MCCAIN
ART DIRECTOR: QUINN IANNICIELLO  |  COPY: TORIN DANIELS
 FILM: JULIET ZULU