KEEN LIVE MONUMENTAL CAMPAIGN
Awarded Outdoor Industry Association’s Campaign of the year 2015.

In 2015, KEEN's notable effort was the launch of their "Live Monumental" campaign, a conservation-focused initiative, which was widely recognized within the industry. Receiving “Best Campaign" award from the Outdoor Industry Association (OIA) in 2015, it was highly influential and received an award nomination from the Conservation Alliance the following year. 

The "Live Monumental" campaign aimed to permanently protect 3 million acres of public land in the US. Key aspects of the campaign included: 

• Advocacy: KEEN worked with various organizations, including the OIA Sustainability Working Group,
  to educate officials and the public about the importance of protecting the Owyhee Canyonlands and other areas.

• Awareness: A key component was a national road trip in a bright yellow RV to collect signatures for a petition supporting conservation efforts.

• Industry Recognition: The campaign's significant impact led the Oregon Natural Desert Association (ONDA) to nominate KEEN for the Conservation Alliance Outstanding Partnership Award in 2016. 

Jeff Samaripa served as the Senior Global Brand Creative Director at KEEN during the "Live Monumental" campaign. In this leadership role, he led the overarching creative vision that defined the campaign’s aesthetic and storytelling.

• Creative Direction: He directed the creative team and agency partners across digital, retail, and social platforms.

• Strategy & Film: He is credited with creating the award-winning "values campaign" that included the nationwide tour and the accompanying award-winning documentary film.

• Brand Evolution: He anchored the brand's evolution strategy in its core values, influencing the campaign's messaging architecture.