REI GoPlaylist
How do you make people crave the slopes before the first snowflake even falls?
REI wanted to ignite excitement for the upcoming snow sports season - but in a way that felt fresh, cultural, and community-driven.
We knew gear alone wouldn’t move hearts.
Music would.
Original Tracks. Killer Visuals. Maximum Stoke.
We commissioned 10 up-and-coming bands — like Eagles of Death Metal, The Rentals, and The Apples in Stereo — to create original songs inspired by skiing, snowboarding, and the spirit of winter.
We paired each track with custom music videos, downloadable wallpapers, and a slick 3D digital experience — all 100% free to fans.
It wasn’t just a campaign.
It was a cultural mixtape for the mountains.
The Result
Maximum stoke achieved.
Record engagement with hardcore ski and snowboard audiences.
Huge brand love from a younger, music-driven community.
2009 Addy Award for Interactive Campaign.
Because when you fuel a season with great music, the mountains are calling your name.
Creative Leads
Markham Butler (CreativeTechnologist)