REI’s “#OptOutside” campaign, in which the retailer decided to close its doors on Black Friday and instead encouraged consumers and its own employees to embrace the outdoors, won Best of Show at the One Club’s 2016 One Show. The award was announced at the One Show’s final awards ceremony, hosted by “Unbreakable Kimmy Schmidt” actress Ellie Kemper at Cipriani Wall Street on Friday Night.
As part of the campaign, the retailer gave each of its 12,000 employees a paid day off and even suspended e-commerce. The idea was boosted by a campaign created out of Venables, Bell & Partners, as well as Edelman and Spark (now known as Mediavest/Spark.) It included a microsite, social elements and some clever films. One layered gorgeous mountainscapes against the chatter of news broadcasters banging on about busiest shopping day of the year, while another showed CEO Jerry Strizke imploring viewers to join the “Opt Outside” movement as he sits at his desk — which turns out to be atop a gorgeous Washington State peak.
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