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Spring Outside: REI Creative Lead Jonathan Springer
Manage episode 439780915 series 3525131
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Proving brands don’t need to spend big on ad agencies, REI’s in-house creative team is delivering high-impact marketing campaigns while showcasing the brand’s true purpose. Internal creative director Jonathan Springer joins us to share how the REI team recently launched its Opt Outside campaign. Anchored by a smart, beautiful commercial – shot on actual film AND featuring music by our hometown Philly band, Dr. Dog – Opt Outside creates a brand platform across media channels for REI. Hear Springer talk about the craft of communications, working on a brand with purpose, and the differences between in-house teams and ad agencies. (And no, the birds chirping in the background aren’t sound effects; Springer was simply letting the great outdoors join our session.)
Key topics & chapter markers
(00:52): Snap Decisions Lightning Round: Which brand does it better?
(03:46): Introducing Jonathan Springer, REI creative director
(06:02): REI’s Opt Outside campaign
(08:39): Dr. Dog asks: Where does all the time go?
(10:01): How the campaign reflects the brand purpose
(14:18): Managing an in-house creative team/ Internal vs. agency resources
(24:26): Finding and guiding creative talent
(29:40): Measuring brand performance
(31:29): Shooting on film!
Background content
REI Co-op Opt Outside - YouTube
Connect with Brian and John on LinkedIn:
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