“Recreational Equipment Inc. (REI) is a national retailer that advocates active, muscle-powered outdoor recreation. To communicate this, we developed the theme line—Out Is In—which is used in all REI marketing communications,” said creative director Jim Copacino. “The magazine ads contrast REI outdoor activities (camping, hiking, cycling, paddling) with sedentary or urban pursuits (TV watching, fondue parties, speed dating). The ads juxtapose inspiring photos with offbeat journal entries. (Imagine Dave Barry channeling John Muir.) The journal entries are actual handwriting, not existing fonts, and were provided by agency employees. The campaign has been well received. REI has had numerous requests for reprints of the ads and some of the transit executions were stolen from their frames, which we assume is a good thing.”\