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Award: Wood Pencil

Wood Pencil / Mobile Marketing / Integrated Mobile Campaigns / 2016

Outdoor retailer REI believes that a life outside is a life well lived. Black Friday, America’s biggest shopping day, stood in stark contrast to this belief. Held the day after Thanksgiving, this holiday had come to represent shoppers leaving their families to go buy things, spending days lining up at stores, or even fighting one another amongst the aisles. That’s why on Black Friday 2015, REI took an unprecedented stand. The co-op closed all 143 of their stores and invited the entire country to spend the day differently - by heading outside.

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