Create a
Meaningful
Movement.

REI believes that a life outside is a life well lived - and they closed their stores on Black Friday to pursue just that. We worked with REI to bring #OptOutside to life through a socially led multi-platform experience with the goal of igniting a grassroots effort to engage REI's 5.5 million members. The program garnered 1.2 billion social impressions and 6.7 Billion media impressions worldwide. Over 170 organizations followed REI’s lead and hundreds of state parks opened their gates for free making it even easier for people to leave the chaos of Black Friday behind and #OptOutside.