While our creative director was at a large, international agency, he was tasked with helping develop a communications platform and creative that could be used across all mediums. It needed to work for the educational, welcoming component of REI stores and also act as a motivational leader.
Our CD and his creative partner created the tagline “Find Out”. They showed how it could be used as a declaration and aspirational rally cry, as well as an inviting, inclusive way for REI employees to be a source of education and knowledge sharing. It was shown to work well across many platforms from in-store signage and educational channels to micro-sites, print ads and TV commercials.
The campaign platform was used for many years and clearly defined REI as a leader in outdoor retail and education.