REI - The Gear to Get You There
Prompt: Create a campaign that connects to REI’s brand image and expands upon the existing campaign “opt outside”
An overview of REI’s brand image: REI believes in the transformational power of nature, that it is in wild, untamed places where we find the best version of ourselves. REI, standing for Recreational Equipment Inc, is positioned as an outdoor retailer that provides top-quality gear, apparel, and advice to inspire outdoor experiences to enjoy alone, or with friends and family.
The Campaign Idea: REI is focused on providing the gear you need to enjoy outdoor experiences of all kinds. Focused less on the gear itself, but rather the experiences the gear can provide. Packaged into a concise tagline - The Gear to Get You There
Following are a series of sketches for advertisements, some containing further text to explain what the final visual would look like
Visual of a skier going down the slope
Utilizing Instagram to provide direct links to the different gear they’re wearing.
Visual of a man in a suit at the office
Using the product in a way it normally isn’t
Visual of a kayak going down a stream
Visual of a man fishing
Visual of a tent overlooking a starry night
Visual of a hiker with mountains in the back
Showing the experiences REI aims to provide
Visual of bug spray and mosquito net
Visual of a flipped kayak with expensive items sinking to the bottom
Advertising dry bags to protect your gear
Visual of man going off ski ramp in only underwear
Using omission of the product to show its needed
Visual of two people in a sleeping bag
To be placed on targeted websites such as wedding planning, valentines day, and other touchpoints couples might visit
Visual of a map
Visual of birds flying