In partnership with an art director, wrote a creative brief, which we blew out into a campaign for REI to make the experience of shopping there less intimidating for families, with executions in print and TV spots, as well as an app to help bring shoppers in-store.

1. ELLA BLOTT
JOYCE SHA
SALAMANDER
STUDIOS

2. CHALLENGE:
REPOSITION REI AS A
FRIENDLY RESOURCE
FOR FAMILIES

3. TARGET:

4. ONE THING:
GET OUT OF YOUR RUT AND
ONTO THE NEXT ADVENTURE

5. IDEA 1: SHOULD’VE GONE TO REI
IDEA 2: MOM DOESN’T KNOW BEST
IDEA 3: NOT JUST FOR THE EXTREME

6. IDEA:
CONQUER BOTH

7. Audio: Rain, hail, whipping wind, solemn
music.
Video: Close up shot of closed tent door, all
you can see in the background is changing
weather conditions. Snow, hail, wind, rain,
etc. Pan out to see that the tent is sitting in
the backyard of a house.
Mom’s voice: Kids! Come in for dinner!
Video: Zipper on the door of the tent
begins to tug and open. Two kids scramble
out and head into the house.
Narrator: To them, their little corner of the
backyard is as uncharted as the
Appalachian Trail. REI has the gear to
conquer both.

8. Audio: Crunching dirt, sloshing
snow, stormy sounds
Video: Close up shot of pair of
hiking boots, all you can see in
the background is changing
terrain. Snow, mud, dirt, rocky
paths. Pan out to see that it’s a
small child wearing the boots and
splashing in a puddle.
Narrator: To him, the mud puddle
at the end of the block is as big of
an obstacle as the Rio Grande.
REI has the gear to conquer both.

9. TO HER, THE
JUNGLE GYM
IS AS STEEP
AS A BLACK
DIAMOND.
WE HAVE THE GEAR TO
CONQUER BOTH.

10. WE HAVE THE GEAR TO
CONQUER BOTH.
TO HER, THE HOT TUB
JETS ARE AS CHOPPY AS
WHITE WATER RAPIDS.

11. This afternoon, they set up camp in the
savanna. Over dinner, they recounted a story
of an epic lion fight, how they narrowly
escaped with their lives, and the monkeys
that tried to steal their snack. Yesterday, it
was a penguin on their Antarctic expedition
that was the thief– I guess that trail mix must
be really tasty. I hear it’s supposed to rain
tomorrow, so maybe a trip to the rainforest is
in order. Perhaps the toucans would like a
treat, too.
REI’s got all the gear we need for their idea of
adventure. And when the backyard gets a
little cramped, the advice we need for mine.
I wonder if there really are penguins in the
Antarctic…

12. APP:
REI TREASURE HUNT
REI: TREASURE HUNTREI: TREASURE HUNT
CLUE:
FIND SOMETHING
THAT WILL KEEP
YOU WARM AT 20ºF
? Need Help?
Call an REI staff member
for assistance
GREAT JOB!
YOU FOUND THE
REI RADIANT SLEEPING BAG
YOU’VE WON A FREE PASS TO:
ESSENTIAL CAMPING
SKILLS CLASS
CLICK HERE TO REGISTER
REI
TREASURE HUNT
LOG IN TO YOUR STORE
REI: TREASURE HUNT
I’M INTERESTED IN:
CAMP & HIKE
CLIMB
CYCLE
PADDLE
RUN
SNOW
YOGA
CAMP & HIKE CAMP & HIKE

13. THANK YOU!