The Task: “How can REI reach young Gen-Z? Develop a presentation that includes an advertising strategy, creative concepts and media recommendations targeting teens 13-16 (the youngest GenZers) for REI.

The Execution: A deep 4Cs analysis and small campaign titled “Don’t just watch it. Live it” aiming to reach young gen-z through one of the things they know most: popular culture.

The Presentation.

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A Call to Be Creative