#OptOutside

For the fifth #OptOutside, REI set out to do more and I was lucky enough to be brought in-house as a freelancer to help figure out what to do.

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In preparation for this unique Black Friday outside, we made reusable cleanup kits and organized events across the country.

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And to keep people engaged all year long we made The Opt to Act Plan.

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And people actually did it.

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And just for kicks we made some other cool stuff, including the first :06s I’ve ever put in my book.

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Art Director: Simson Chantha

Creative Director: Mishy Cass

Strategist: Aaron Wiggan

Agency: REI in-house