Too many people are attempting to recreate the outdoors, indoors—i.e. plastic plants. Nothing replicates the benefits of nature. REI shows how ridiculous being glued to a screen over going outside is. 


As a PR stunt, spoof site IER will take over REI for a day. IER is the opposite of REI, focused on everything indoors. This allows the brand to satirically demonstrate how silly it is to put the outdoors, indoors.