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Cannes award-winning!
Illustration and Type Design
Creative Solution: Adopt the term "Force of Nature" to mean women who boldly claim their space in the outdoors. And together, turn this space into The Largest Level Playing Field on Earth. We launched with the film below on social media platforms, encouraging people to opt out of cliché gender stereotypes in the outdoors. And invited them to join in on more than 1000 REI events and classes designed to get more women outside.
Results:
• 341+ million media impressions across national and regional outlets in 3 months
• 45 million social impressions.The launch video set an all-time record for organic reach.
• More than 100 earned media placements in print, online and broadcast
• The initial launch saw a 26% increase in full-price women’s business. The girls line jumped by 30%. Since Force of Nature, the women’s business has continued to outpace men’s.
• 48,000 women participated in new REI outdoor events, classes and experiences
• Other outdoor brands quickly followed suite and committed to more diversity in their advertising and marketing messaging.