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REI: #OptOutside 2016


Creative Direction: Mike Henderson
Art Direction: Quinn Ianniciello
Copywriting: Matt McCain, Torin Daniels
Production: Juliet Zulu

How REI Is Expanding Its Blockbuster #OptOutside Campaign for 2016
AdWeek: October 2016

Millions OptOutside on Black Friday
USA Today: November 2016

REI’s #OptOutside Returns for 2016 With Aims to Become a New American Tradition
AdAge: October 2016

People Are Shunning Black Friday So They Can #OptOutside Instead
Huffington Post: November 2016

How do you take one of the most successful campaigns in REI history and do the sequel? You ask for help. We realized that we couldn't reach people alone so we asked our members, customers, and other companies a simple question: Will you go out with me? Over 6 million people opted out on black friday along with multiple national brands and recreation organizations joining us. That’s quite the improvement on the 1.4 million who chose last year—and on half the media budget.


⚐ concept     ⚐ design     ⚐ art direction     ⚐ film








© 2018 Quinn Ianniciello — A Creative Director in Seattle, WA ✌🏼