REI's Anti-Black Friday Campaign #OptOutside Wins the Titanium Grand Prix at Cannes

Retailer's stunt snags a pride of Lions

CANNES, France—The 2016 Cannes Lions International Festival of Creativity jury chose REI's #OptOutside as the winner of the Grand Prix prize in the festival's final Titanium Lions category. Earlier in the week, the campaign also won the Promo & Activation Grand Prix.

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