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

The big winner at Cannes started with a spark

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.

@PatrickCoffee patrick.coffee@adweek.com Patrick Coffee is a senior editor for Adweek.
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