Role
Multicultural Agency

Assignment
2016 Multicultural Campaign

Channel
Digital Creative and Social

Services
Strategy
Creative Concept
Creative Production
Social Amplification

THE QUESTION

HOW CAN NATURE HELP PEOPLE FACING ACCEPTANCE ISSUES IN AMERICA?

Aimed at a multicultural millennial audience, Rokkan’s latest work for REI’s “Make Home” initiative emphasizes the grounding effect nature can have on people facing issues of diversity and acceptance in America. Nature is the great equalizer. In the woods and under the stars we are all the same, it doesn’t matter where you come from. And surrounded by the people who matter most you can “Make Home,” wherever the trail leads.

The latest film, “Make Home in Yosemite Valley,” was created and produced by Rokkan’s growing Los Angeles office. It follows Former-Marine and Guatemalan immigrant Naldo and his 7 year old daughter Rubie as they camp and “Make Home” in nature.

The documentary series ran across the Southwest and aims to appeal to a Hispanic audience–a demographic that market research has found to be particularly underserved by outdoor retailers.

makehome-shoes

The campaign has been featured in MediaPost, New York Egotist, Ads of the World,Advertolog, and Coloribus.

AN ANSWER

BY ENCOURAGING PEOPLE TO CAMP AND “MAKE HOME” UNDER THE STARS, WHERE WE ARE ALL THE SAME.