REI came to Swift to reach the hispanic market and novice camper. We built a digital first campaign around #Let'sCamp trying to get people to camp in large groups and giving each member of the group a role. Take the quiz here. We celebrated moments of pure camping genius as well as #campfails that reflect a more humorous side of the great outdoors. As art director, I was responsible for generating concepts for social posts, art directing photoshoots, and overseeing post production. #Let'sCamp started out as a digital campaign but eventually made it's way above the line and in-store. There are over 140 uses of #Let'sCamp on Instagram today.
Art Director: Laura Trimmell