How One Brave Idea Drove REI's Award-Winning #OptOutside Campaign

The big winner at Cannes started with a spark

Announcing! Brandweek is headed to Phoenix, Arizona this September 23–26. Join us there to explore the future of marketing, discover cutting-edge strategies and network with the best in the business.

As predicted earlier this month, consumer cooperative outdoor retailer REI's #OptOutside campaign was one of the big winners at this year's Cannes Lions International Festival of Creativity. It took home nine Lions overall, including a Grand Prix in the Promo & Activation category and in the coveted Titanium category, celebrating non-traditional campaigns.

Adweek spoke to Ben Steele, the company's svp and CCO, as well as the creative team at Venables Bell & Partners that worked on the campaign, to uncover the story behind how they developed #OptOutside and turned it into a phenomenon that might even inspire a future Macy's Day Parade float, according to FCB global CCO Susan Credle.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in