REI Trails

REI was looking for a way to inspire customers to hit the trails while shining a light on the Co-Op’s tremendous stewardship efforts across the country.

We identified one simple truth: Trails connect us to nature, ourselves, and each other.
To activate the campaign, REI allocated over $500K to fund 10 trails across the US, and gave visitors to the website the power to vote on a trail of their choosing.

The campaign was a huge success, funding in less than 48 hours.
Awareness for the campaign included billboards in Seattle, Denver, Atlanta, Minneapolis and New York City. Print ads were run in several major magazines.
In-Store Banner
Product Feature
Campaign imagery was used for in-store banners and select product features.
We travelled to REI-funded trails in Maryland, Arizona, California and Washington State in a one week shoot featuring REI employees and trail volunteers. A library of eighty images were delivered for the campaign ranging from lifestyle, product and landscapes.
Kyle Johnson on the REI Trails Shoot
Jacob Rosen on the REI Trails Shoot

Services: Concept, Creative Direction, Design, Web Design

Writing: Lance Henie

Photography: Kyle Johnson
Film: Jacob Rosen