A true legend creates the future in the present

Lemon2020

Venables Bell & Partners: #OptOutside

The 2016 external Bill Bernbach Award was given to Venables for their wonderful REI #OptOutside idea. It incapsulated everything about the brand, strengthened it, and added value people’s lives everywhere. It reminds us of so many of Bill’s famous teachings: “Be provocative. But be sure your provocativeness stems from your product,” “We are so busy measuring public opinion that we forget we can mold it,” and our favorite, “The future, as always, belongs to the brave.”