REI, BBDO spots trade inspiration for perspiration

12/3/2009 | Los Angeles Times (tiered subscription model)

BBDO's new "Find Out" campaign for REI skips the stock inspirational mountain vistas in favor of a more realistic and even "dreary and miserable" look at nature. The author applauds the campaign's authentic look at outdoor recreation, but suggests the strategy is "a little nuts" because of its unwelcoming depiction.

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