REI's '#OptOutside' Campaign Takes Best of Show at the One Show

Retailer Encouraged Consumers to Abstain From Black Friday Madness

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REI's "#OptOutside" campaign, in which the retailer decided to close its doors on Black Friday and instead encouraged consumers and its own employees to embrace the outdoors, won Best of Show at the One Club's 2016 One Show. The award was announced at the One Show's final awards ceremony, hosted by "Unbreakable Kimmy Schmidt" actress Ellie Kemper at Cipriani Wall Street on Friday Night.

As part of the campaign, the retailer gave each of its 12,000 employees a paid day off and even suspended e-commerce. The idea was boosted by a campaign created out of Venables, Bell & Partners, as well as Edelman and Spark (now known as Mediavest/Spark.) It included a microsite, social elements and some clever films. One layered gorgeous mountainscapes against the chatter of news broadcasters banging on about busiest shopping day of the year, while another showed CEO Jerry Strizke imploring viewers to join the "Opt Outside" movement as he sits at his desk -- which turns out to be atop a gorgeous Washington State peak.

The Martin Agency and Geico also came away with some of the night's top honors: Agency of the Year, Client of the Year and one of the One Show's inaugural Penta Pencils, going to agency and brand partnerships that have yielded top work for five straight years.

A second Penta Pencil went to Wieden & Kennedy and Old Spice for their continually impressive work that first began with "The Man Your Man Can Smell Like" but has gone on to include such jury-pleasers as "Momsong," "Muscle Music" and the more recent showdown between spokesdudes "The Man" Isaiah Mustafa and Terry Crews.

Eight BBDO agencies earned Gold Pencils, leading to the repeat title of Network of the Year, while the performance of agencies including Ogilvy, Grey, AKQA and JWT led to WPP's honor of Creative Holding Company of the Year.

The One Show also revealed the final category winners of 2016. REI's "#OptOutside" earned the nod for Cross Platform campaign. Adam&Eve/DDB London and Harvey Nichols earned tht top Film prize for the innovative "Shoplifters" campaign, which used real CCTV footage that caught the store's shoplifters in the act. Taco Bell and Deutsch, Los Angeles took the Social prize for the Taco Emoji Engine. After its long, successful campaign lobbying for the introduction of an official taco emoji, the brand celebrated by inviting users to tweet @TacoBell with the emoji to receive a fun social surprise.

The interactive prize went to the Visit Brussels campaign "Call Brussels," which sought to change outsiders' perception of the city as linked to terrorism with billboards that allowed people from other countries to speak with a random city-dweller.

The Mobile prize went to "What3Words" a system that assigns a simple three-word address to any location in the world. The idea also took the Innovation Grand Prix at Cannes last year.

L'Oreal's "Make Up Genius," an app created out of McCann/Paris that gives instant "makeovers" to its users, took home the top honor for UX/UI, and a pair of top honors went to Colombia. The Radio award went to Sancho BBDO/Bogota for "Learning on the Way," an idea for ADN that turned buses into "virtual classrooms" for the country's many commuters through public radio broadcasts, while Publicis Colombia earned the prize for Intellectual Property with "Funtastic Hand," an idea for the Cirec Foundation that created prosthetic limbs for children --using Lego pieces donated by other children.

For the other top category winners, check out our story on the One Show's Wednesday awards ceremony.

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