prAna “Day Job to Dream Job”

As a brand that believes in clothing for positive change, prAna wanted to reach a younger audience with a bold idea that would resonate. We created the “Dream Job” initiative - a call for one person to quit their day job in order to pursue their dream profession with financial support from prAna. To get the word out, we hit the streets of San Francisco with a camera and chatted with countless people excited about the idea.

Client: prAna
Agency: Camp+King
Production: Camp+King Content Lab

A few weeks after the contest launched, we earned over 50 million free impressions and received 2,400+ video entries. Learn more about our winner, Queena, below.