Cannes Lion 2016 – Promo & Activation Grand Prix Goes to REI’s #OptOutside

REI’s anti-promotional #OptOutside campaign, devised by Venables Bell & Partners San Francisco, was awarded the Promo & Activation Grand Prix at the Cannes Lions festival 2016.

The campaign of REI’s #OptOutside aims to urge people, both REI employees and their customers, to go outside and enjoy outdoor activities on Black Friday – the day after Thanksgiving and the biggest shopping day.

Contrasted to other brands that put their product on sale and set different promotions on Black Friday, REI’s #OptOutside closed their 143 stores and still paid their employees so they can truly enjoy and unlock great experiences.


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