Campaign

REI 1440 Project

the rundown

REI and BBDO Atlanta came to Resn with an idea to fill an entire day with images. They have a highly engaged customer base that’s turned into an active community for the sharing of quality outdoor photography, and they had an idea to give something back.

The Building Blocks

We translated the original creative brief, which was to illustrate an entire day of 1,440 minutes with images, into an HTML5 experience. It was paramount to us that design should not be compromised by usability, and vice versa. We have created a fun and simple method for users to add the time, activity, location and descriptions to images, making it a joy for people to get involved and share.

Mobile
Mobile
Social
Social Media

The Votes

The Details

Agency

BBDO Atlanta,
Resn

Brand

REI

Targeted Regions

North America

Marketing Objective

Influence Consideration

Launch Date

Nov. 25, 2011

The Team

BBDO Atlanta www.bbdoatl.com/
Resn www.resn.co.nz
REI

The Stats

2.5 total hours spent on this project
6 total cups of coffee drunk
187 total hours of missed sleep

The Results

The site is a highly visual HTML5 responsive design site that works across desktop, tablet and mobile. The site utilizes Facebook connect for easy authentication and sharing, pulls in user’s Instagram photos and utilizes almost all of the site data to let you view and filter images on a 24-hour timeline by everything from user to location, hash tag, activity and even color.

The minimal and intuitive design stays out of the way of the images and the user, allowing for an enjoyable browsing experience.