Spring Outside: REI Creative Lead Jonathan Springer

Proving brands don’t need to spend big on ad agencies, REI’s in-house creative team is delivering high-impact marketing campaigns while showcasing the brand’s true purpose. Internal creative director Jonathan Springer joins us to share how the REI team recently launched its Opt Outside campaign. Anchored by a smart, beautiful commercial – shot on actual film AND featuring music by our hometown Philly band, Dr. Dog – Opt Outside creates a brand platform across media channels for REI. Hear Springer talk about the craft of communications, working on a brand with purpose, and the differences between in-house teams and ad agencies. (And no, the birds chirping in the background aren’t sound effects; Springer was simply letting the great outdoors join our session.)Key topics & chapter markers (00:52): Snap Decisions Lightning Round: Which brand does it better?(03:46): Introducing Jonathan Springer, REI creative director(06:02): REI’s Opt Outside campaign(08:39): Dr. Dog asks: Where does all the time go?(10:01): How the campaign reflects the brand purpose(14:18): Managing an in-house creative team/ Internal vs. agency resources(24:26): Finding and guiding creative talent(29:40): Measuring brand performance(31:29): Shooting on film!Background contentREI Co-op Opt Outside - YouTube Connect with Brian and John on LinkedIn:https://www.linkedin.com/in/brianmarks13/https://www.linkedin.com/in/john-l-young/