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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.
San Francisco-based independent agency Venables Bell & Partners led creative on #OptOutside, which centered on the outdoor retailer and consumer cooperative's decision to close all 143 locations on Black Friday in 2015 and pay its 12,000 employees "so they can do what they love most—be outside."