![Wilhelmina Gerken [copywriter]](http://images.squarespace-cdn.com/content/v1/66e88b0d2dbc833f06eecd90/e850aefe-ba1f-48b8-8a66-facce37443eb/new+logo+4.png?format=1500w)
REI
Let the world in
The Objective: Reassert REI’s relevance in a culture increasingly driven by superficial travel and status-driven experiences.
The Insight: REI is a beacon of realness. Meaning isn’t found in what’s easy, filtered, or fed to us. REI products allow us to envelop ourselves in the enriching and authentic experiences that truly bring us closer to ourselves and the world.
The Work: Assert a quietly powerful truth with the simple and evocative tagline “Let the world in.” Speak to a younger generation that feels disillusioned by the performative nature of digital life but doesn’t yet see REI as a source of personal, spiritual, or philosophical depth.
Video promos
I like long form copy like Americans like their news…as polished 30-60 second soundbytes :)
Transcript: Don’t let the current drag you down. Let the world in. Braving bitter winters and quick currents, the mighty trout labors upstream to Banff, Canada. Not to go where the water doesn't bite, where they can post about it later, or where the dollar is strong. But to lay its eggs where the water runs so clear, they may swim as though suspended mid-air. Find your inner trout, with REI.
Transcript: Here's the truth. We ain't living in a simulation. Watch a climber summit K2 in winter, sleepless from frostbite and the shadow of falling snow. Think this ain't the real world? Well, if it’s 3am and you’re asking an artificial intelligence chat bot how to optimize your sleep, then maybe it’s not. If you’ve been putting money back all year for all of one week in August, maybe it's not.
Let the world in. What kind of mind freehands the precipice, and feels joy shake something loose…risks it all to surrender to the steady rhythm of the breath? Crazy? Maybe it is. Crazier than you?
OOH
A strategically placed ad in the annual hotel issue of a popular travel magazine.
