Let's make outside
Level Playing field
When we take an honest look at the outdoor stories we tell and the heroes we typically herald, we as an industry, we are not championing women and men equally. A casual look at any portrayal of the outdoors—movie, magazine, catalog, store, bookshelf—shows male imagery, heroes, and stories. This doesn't honor or accurately depict the important role that women play in the outdoors.
Recognizing this, REI proudly launched a public effort called Force of Nature. It is a disruption of the status quo. It claims the outdoors as a place to opt out of cultural pressures to conform—the "supposed-tos" and "should" that underpin outdated stereotypes—especially for women. To create real change right now, we are putting women—of all ages, races, sizes, gender expressions—front and center in all we do.
Ambient: Burnt Tees
To communicate the driver's "hot" attributes, dozens of golf tees with burnt tips were scattered around local golf courses, tee boxes, and practice ranges.
CD // Steve Cullen, Craig Evans
AD // Simson Chantha
CW // Chris DeNino, Ronnie Lee