:REI Good & Used:
ROLE: Art Director
THE BRIEF BRIEF: Find an interesting angle to promote REI used goods program with a environmental twist.
While conducting research for this project, we consistently encountered some rather startling statistics regarding the extensive resources involved in both the production and disposal of the products we purchase. Although this wasn't initially our focal point, these statistics were so striking that they organically became the central topic of our discussions. Armed with this research and the insight that 80% of camping and outdoor gear is used less than three times, the primary objective of this campaign shifted towards saving the planet while promoting the purchase of high-quality used gear.
Incorporating this mission into our campaign not only aligns with environmental goals but also encourages a more responsible and sustainable approach to consumer choices. By emphasizing the value of quality used gear, we hope to contribute to a positive change and a more eco-conscious society.
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