Cause Marketing, Seasonal Campaign

The Assignment:

Launch REI's new spring catalog, featuring mostly trail running and fitness gear, in a way that is consistent with the Coop's brand values.

The Challenge:

Most people associate fitness with self-directed thinking, very unlike REI.

The Solution: 

We decided to focus on the trails, instead. By teaming up with REI's PR team, we launched "Every Trail Connects," a socially-driven fundraiser to raise money for trails. We profiled real REI members and trail volunteers, enjoying real trails, and asked users to vote for the areas they felt needed the funds the most. We reached our engagement goal with a few short days, and REI continued this campaign a second year.

My role:

I was the in-house Creative Director for this project, and worked with the Seattle agency Made By Shore.