A brand reading
REI.
Explorer The outdoors as classroom.
REI’s 2015 Black Friday ‘#OptOutside’ campaign closed all 143 stores on the busiest shopping day of the year. The Explorer expressed at company policy level, not just in advertising. The campaign IS the policy: the gesture only works because the brand made it real.
The five-layer reading.
- 01 Motivation
- Explorer. The outdoors as classroom.
- 02 Mind
- INFP
- 03 Temperament
- Phlegmatic
- 04 Persuasion
- Ethos
- 05 Expression
- Expressed
Mission-led, member-owned, willing to leave money on the table for the position. The Explorer making the customer the protagonist of the next adventure.
Famous spot
#OptOutside, 2015