Global Chief Creative Officer Leo Burnett Worldwide
Creative Chairman Publicis Communications
Comments
The Non-Traditional Jury's mission was to uncover and celebrate brave, unorthodox thinking with massive cultural impact and business transformation. REI's "#OptOutside, shocked the industry and consumers alike with its counter intuitive move to embrace its core values and shut its doors on the biggest day of the year for retailers. That decision, coupled with a highly interactive online execution, spurred a new cultural movement and ignited unrivaled loyalty for a brand.
The Non-Traditional Jury's mission was to uncover and celebrate brave, unorthodox thinking with massive cultural impact and business transformation. REI's "#OptOutside, shocked the industry and consumers alike with its counter intuitive move to embrace its core values and shut its doors on the biggest day of the year for retailers. That decision, coupled with a highly interactive online execution, spurred a new cultural movement and ignited unrivaled loyalty for a brand.