Opt Outside

Insight

People who truly love the outdoors won't spend a public holiday squished in lines at shopping malls on Black Friday.

Idea

Demonstrate our commitment to the outdoors by closing our stores on Black Friday.

Execution

A physical stunt that's announced through social media, celebrating the fact the REI will close their doors on Black Friday.

Notes

A simple act that makes a statement to the brands core values. So simple, by really insightful. If you can find a simple behaviour that your business can do to prove they practice what they preach, people will buy in.