Kids These Days (OOH/Integrated)

No matter which generation you belong to, you know that comments starting with “Kids these days…” are just as timeless as they are passive-aggressive. Thing is, kids these days are just like the children of the past: highly-complex human beings. REI’s campaign for their new “REI Kids” line aims to prove that children and teens in the modern era are capable of much more than they get credit for. In fact, they are capable of the extraordinary.

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