Client: REI
Campaign: Out Is In (2008)
Agency: Copacino + Fujikado
Creatives: Mike Hayward - copywriter / Dave Moore - art director
C+F had the privilege of working with REI over a 5-year span, and in that time helped the retailer nearly double its sales to over one billion dollars.
The work won several national awards for the creative, and the agency won kudos from the client for our research, media, and strategic planning acumen.
Being a lover of the outdoors and a card-carrying member of REI, in 2007 I jumped at the chance to manage their advertising account. I worked closely with the client and oversaw collaboration within the agency to produce a $22-million dollar national print and radio campaign.
OUTDOOR PRINT
One-off billboard put together for the Portland market.
NATIONAL RADIO
The following spots were produced as :50/:10's, 50 seconds of radio ad with 10-seconds of time each spot could be customized for its particular market.
OUTDOOR PRINT
Continuing the success of the 2006 "Out is In" campaign, we worked with REI to piggyback onto 2 catalog photo shoots in Hawaii and Chile to create these outdoor executions. Ads appeared on billboards and on bus signage within 26 markets across the country. Photos by Chase Jarvis.
NATIONAL MAGAZINE PRINT
With the same photo shoots, we also produced the following 2 "Out Is In" print ads, which ran year-long in 14 national magazines such as Outside, Women's Health, and Runner's World. In addition to the single-page ad, we also created 1/3-page ads that ran opposite and highlighted specific REI gear.
