Inside Year Three of #OptOutside With REI’s Chief Creative Officer

The campaign's evolution, and its new experiential search engine

Photo: Emma K./@travelsinpacks on Instagram

In 2015, outdoor retailer REI changed the conversation around Black Friday, and won practically every advertising award on the planet, with #OptOutside, a campaign centered around REI’s decision to close all of its stores on the biggest shopping day of the year and pay all of its employees to spend time outdoors with family and friends instead.

@nudd Tim Nudd is a former creative editor of Adweek.