Opt Outside
Brand: REIAgency: Venables Bell & Partners2015ActivationBrand action
The idea
Close every REI store on Black Friday and pay employees to spend the day outdoors.
Timeless principle
Sacrifice short-term sales to prove a long-term belief.
Why it works
The decision costs enough to make the message credible. Employees, customers and other organizations can participate, turning a closure into a growing ritual. REI demonstrates its purpose through what it refuses to do.
Tags
- Activation
- Brand Act
- Purpose
- Brand Acts, Not Brand Claims
- Film
- Experiential
