United Outside — a dream brief and a summer of fun for DC

The brief: “The most grassroots campaign ever”

And we delivered. For the grand opening we created a full summer of real-world events for the people of DC to get to know their new favorite outdoor co-op. From bike rides to art moments to cocktail making with foraged ingredients, we showed up in fun, unexpected ways all summer long, building a ready audience for the new DC flagship who followed the local marching band into the store when it opened. The end result was a summer of local fun leading up to the store opening. The campaign was designed to carry into the store, forming new ‘layers’ in this historic building.