Work Submission: Thornberg and Forester, BBDO Atlanta Herald the Grand Opening of REI in SoHo

BBDO Atlanta/Thornberg and Forester’s latest campaign for the opening of the new REI store in SoHo’s historic Puck Building attempts to bring the outdoors to New York.

BBDO Atlanta's integrated cross-media campaign includes a mobile app that allows users to scan an image of any of the campaign’s posters around town, opening up virtual landscapes for exploration, information on the grand opening occurring December 2-4 and allowing users to enter to win a number of prizes (including the grand prize of a trip for two to Costa Rica).

Thornberg and Forester and director Vi Nguyen put together a :74 spot, illustrating how the mobile app works. In Nguyen’s words:

"It's important to realize that T&F is a full production house able to realize small and big projects on budget from start to finish, all in house," Nguyen said. "It took four solid days of scouring Manhattan, Brooklyn, and Queens for suitable locations to shoot. I am most proud of portraying New York not as a concrete jungle but a balance of urban landscape and pockets of nature that are dispersed throughout the city filled with secrets."

REI "Find Out NYC" Brand Film from Thornberg & Forester on Vimeo.

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