Creative Brief: REI

This document showcases a creative brief for REI, which focuses on appealing to environmentally conscious teens aged 13–16. It highlights REI's strengths in sustainability, community engagement, and eco-friendly practices while addressing challenges such as premium pricing. The strategy emphasizes leveraging social media trends, particularly those tied to teen culture, such as "Third Places" and "Escapism," to position REI as a hub for outdoor exploration and environmental advocacy. The plan includes creative campaigns like #OnlyOneTake, a content-driven giveaway to engage teen content creators, and partnerships with influencers to reinforce REI's brand identity as a leader in sustainable outdoor experiences.