REI







Challenge
For the 100th anniversary of the 19th amendment, REI was looking for a way to celebrate the moment while empowering the next generation of women and girls to see themselves outside and take ownership over their outdoor equity.


Insight
Women occupy around 0.5% of recorded history – meaning their stories have gone untold for centuries. Even now, 63% of women could not think of a single outdoor female role model. The outdoor industry was in serious need of a representation.


Solution
We built a storytelling platform to encourage REI’s audience to record a new history, one in which women go on the record with their untold stories of their connection to the outdoors for generations to follow.

Results
While the physical activation was shelved due to COVID, the site attracted tens of thousands of visits during March of 2020, with stories being shared by 8 year olds from Colorado and 60-somethings from Alabama alike.







© Exactly Agency 2023  /  NYC  /  DC  /  VA  /  TN
© Exactly Agency 2023       /       NYC       /        DC       /        VA       /       TN