REI

2012

Print

Overview

Bill Bernbach said “familiarity breeds apathy.” This is truest when comparing outdoor recreational advertising. REI wanted a print ad that wasn’t the same man on a mountain we so commonly see.

Outcome

It’s not extreme mountain climbing that people shop REI, it’s the experience of a return to nature, albeit brief, and vacation from the dense cities that consume most our time.

Team

Patrick Alfred, Visual Designer
Square Tomato Advertising

REI