A few weeks ago, Jordan sat down with Lee Einhorn who was one of the lead creatives on REI's killer campaign #OptOutside, which took home the 2016 Titanium Grand Prix from the Cannes Lions International Festival of Creativity. OptOuside is easily one of the most loved campaigns of the decade due to its boldness and simplicity and, even more so, the movement's ability to activate other companies to join them in their protest. If you're not familiar with OptOutside, to boycott rampant consumerism REI closed all of its locations on Black Friday, gave all of their employees the day off, and told everyone to escape into nature - Opt Outside. Lee details how the idea was made, how insane it is to ask your client to close on their biggest day, and how one crazy idea turned a company into a national hero.
In the second half, they dive into Lee's creative process and how he likes to chase creativity. From his early days back at Arnold in Boston where he got to partner with CP+B on the Truth campaign, through his amazing years at Venables Bell & Partners, and into his current position as one of the founders of a great new collective/agency growing out of San Fransisco called Partners in Crime.
Lee has amazing energy and a ton of life lessons from cranking out some of the world's best advertising ideas.
OptOutside Case Study: https://vimeo.com/184028566
Special thanks to...
Storefront Music NYC for help with tracks and some sound design: https://www.storefrontmusic.net/
Allan Peck for lending me his versatile voiceover magic. https://www.allanpeck.com/
If you would like to be on How To Kill A Lion, simply reach out: jordan@buntainandpartners.com
