REI has served serious outdoorsy types since 1938. But how do you position a new line of urban outdoor gear to compel indoor-loving urban millennials to #OptOutside?

You bring the outdoors to them.

And make it Instagrammable AF.

Influencer marketing was just beginning to gain traction on social media. With the client's need to have the new evrgrn product line resonate with a younger millennial target, we focused our efforts on experiential and social. We launched REI's evrgrn line with a luxurious and unexpected campsite inside an urban loft in the middle of San Francisco, and invited influencers to camp out in our creation.

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We partnered with Justina Blakeney – queen of the Jungalow® — to pioneer shoppable Pinterest pins.