REI CO-OP - Let's Camp Campaign 2015

Building upon the past success of previous Let’s Camp campaigns we developed the art direction, illustrations, and campaign design direction for a fully integrated campaign that focused on real REI members that camped in extraordinary ways.

The concept statement included this line, “There are casual campers. And then there are the Camp Champions. They always have a plan to make the ordinary extraordinary, and take the camping experience to the next level.”

There are casual campers. And then there are the Camp Champions.

They always have a plan to make the ordinary extraordinary, and take the camping experience to the next level. They look at a picnic table and see a breakfast bar. A grove of pines can hold a hammock garden. A clearing is the perfect place for a movie theater. And the riverside needs a DIY hot tub.

And don’t even get their friends started on their legendary s’mores.

There’s a reason and a purpose behind everything they do. Each outing is a new opportunity to set the stage for a most legendary camp experience. And they bring it all summer long.

This campaign featured deliverables in every channel. The incredible photography and stories were showcased in digital, print, and with wildly successful experiences in Chicago and Dallas. These 2 experiences created over 100Million impressions alone from visitors sharing their encounters with the bus stop camp sites and charging stations.

By showcasing these camp masters we then solicited members to share their extraordinary camping experiences.

Web Landing Pages for each Camp Persona

Emails

Infographics

Print Ads

Out of Home - Custom Bus Stations in Chicago

Increasing foot traffic in stores, visitors online, and outperforming sales goals. It was a massive undertaking with great work and collaboration from everyone involved, especially with the internal marketing and media teams at REI.