Amsterdam based Creative Innovation Consultancy, We Are Pi, has teamed up with TEDxAmsterdam to create The New Rules of Reality research report, available to download free.
Explore The New Rules of Reality In New Research Report from We Are Pi and TEDxAmsterdam.
December 2023, Amsterdam based Creative Innovation Consultancy, We Are Pi, has teamed up with TEDxAmsterdam to create The New Rules of Reality research report, available to download free.
The cultural research report is a result We Are Pi's research and strategy team sitting down with TEDx Amsterdam 2023 speakers active in various industries to explore the shift from one-sided perspectives to a more open-minded understanding on diverse realities.
Encouraging a shift from one-sided views to a more open-minded understanding of diverse realities, this NSR issue explores why multiple realities are a source of optimism, and not fear.
"The problem is that people view other realities as a threat to their own. How we see it is that welcoming multiple realities gives us the empathy the world desperately needs."
— Kyle Fiore, Head of Strategy, We Are PiThe report is based on in-depth interviews with leading cultural voices;
Friendred Peng, a computational artist, reshapes our art experiences by revealing how technology and the arts intersect. In his TEDx talk, he explores how technology is transforming our art experiences and the power of performative interaction in evoking collective emotions.
Ma’MaQueen, a diversity advocate, uses inclusive children’s books to champion representation and inclusivity. In her TEDx talk, Ma’MaQueen delves into her journey of creating an alter ego, showcasing drag as a tool for selfexpression and empowerment.
Robin Pocornie, a student in neuro and computer sciences, exposes hidden biases in technology. In her TEDx talk, she reveals the reality of bias in AI, sharing practical insights on fighting discrimination.
Fonger Ypma, a cleantech entrepreneur, turns the urgency of Arctic Sea Ice decline into a mission for global change. In his TEDx talk, Fonger shares his innovative solution to preserve Arctic ice and counteract the impacts of global warming.
Milio van de Kamp, a sociologist and university lecturer, sheds light on the lived reality of class inequality, drawing from personal experiences and contributing valuable insights for a more equitable educational landscape.
About NSR
NSR is a research platform exploring the changing rules of society. If you want to better understand these changes and do something about them, then get in touch with Alex@wearepi.com
About TEDxAmsterdam
TEDx Amsterdam serves as a platform for impactful ideas, fostering connections and shared solutions. This year’s theme, ‘reality,’ inspires reflection on how we perceive and shape the world around us.
Credits
Agency - We Are Pi
Client - TEDxAmsterdam Foundation
Special thanks - TEDxAmsterdam Board Member & Program Curator Eke Bon and TEDx speakers Friendred Peng, Ma’MaQueen, Fonger Ypma, Robin Pocornie, Milio van de Kamp
]]>In a rare example of industry unity, The North Face, Patagonia, Arc´teryx, Adidas Terrex, Vivobarefoot, Salomon, Osprey and Wiggle unite to officially launch OUTO, a non profit foundation co-created with agency We Are Pi to increase inclusion and anti-racism.
OUTO Is Building A Bigger More Inclusive Outdoors With Major Industry Backing
In a rare example of industry unity, The North Face, Patagonia, Arc´teryx, Adidas Terrex, Vivobarefoot, Salomon, Osprey and Wiggle all united at Kendal Mountain Festival to officially launch OUTO, a non profit foundation co-created with creative innovation consultancy We Are Pi to increase inclusion and anti-racism in the outdoors across the UK and Europe.
December 2023, OUTO (Opening Up The Outdoors) launches ‘The Great Outdoors Is Only Great If It Includes All of Us’. The launch campaign and outdoor industry event series created by We Are Pi is driving inclusion in an industry that's been guilty of celebrating a narrow view of greatness, white male conquering mountains.
“Never give up fighting for the bigger picture. The outdoors belongs to no-one, it belongs to everyone. Through learning, contemplating, and moving forward, OUTO aims to free outdoor spaces from unwritten rules and exclusive standards, striving for a world where dress codes and exclusivity have no place.”
— Amanda Calder McClaren, OUTO Chairperson and Marketing Director at The North FaceFoundation Opening Up The Outdoors (OUTO) kick-started a new phase in its work to promote diversity and inclusion in outdoor spaces during this year’s Kendal Mountain Festival (KMF). At the world’s biggest annual celebration of mountain culture last weekend, OUTO and its founding members led or contributed to a series of events that publicly showcased and strengthened the outdoor industry’s commitment to anti-racism, and to equity.
"Opening Up the Outdoors, a collective of outdoor brands and experts...mission to promote inclusivity."
— The GuardianFounded in 2021, OUTO is a non-profit organisation that is dedicated to promoting diversity and inclusion in outdoor spaces, and is part of the wider It’s Great Out There Coalition. OUTO’s vision is to achieve a diverse, equitable, and accessible outdoor community. Beyond rhetoric, OUTO and its expanding list of members, allies, and changemakers take concrete actions to ensure that people of colour feel welcome outdoors. OUTO collaborates with industry and community leaders to dismantle barriers, providing support and education for a more inclusive outdoor world. To support its work, the organisation developed a dedicated OUTO Changemakers course in collaboration with Hatch. The class of 2022/2023 saw seven changemakers graduate, with 18 currently enrolled from the classes of 2023/2024.
During the 2023 Kendal Mountain Festival, OUTO founding members The North Face, Patagonia, Arc´teryx, adidas Terrex and Vivobarefoot, along with other member brands Salomon, Osprey and Wiggle, delivered a schedule of events to highlight their reinforced commitment to cultivating inclusivity and diversity in outdoor spaces.
Allyship in the Outdoors course
At KMF, OUTO founding member The North Face launched Allyship in the Outdoors, a new, free, one-hour online course, that has been created in collaboration with partners across the industry and those operating in the diversity field. The course aims to help individuals who are working and playing in the outdoors to better understand the struggles faced by people of colour, and create a more welcoming outdoor environment. OUTO has been closely involved in the development of the course, and it was introduced at KMF by The North Face's Amanda Calder-Mclaren (who is also chairperson of OUTO), who led a discussion about why it is so necessary, involving ultra trail runner Zukie Tandathu, Team GB climber Molly Thompson-Smith, and OUTO co-founder Phil Young. The course is available for anyone to take and can be accessed at https://allyship.openinguptheoutdoors.com.
‘Belonging’ in outdoor spaces panel discussion
OUTO had a prominent presence in the KMF Basecamp, which was the main hub of activity over the weekend, and free to enter for all visitors. In a thought-provoking panel discussion themed ‘Belonging’ on a Basecamp stage, speakers Soraya Abdel Hadi (founder of All The Elements CIC and an OUTO Changemaker), Katherine O'Brien (equity, diversity and inclusion strategic lead at Outward Bound), and Amanda Calder-Mclaren (senior brand marketing director at The North Face and chairperson of OUTO), shed light on the challenges of belonging in outdoor settings. They shared insights into the difficulties faced by underrepresented communities in experiencing a genuine sense of belonging in nature. OUTO and its members, through their collaborative partnership, are seeking and applying solutions for a more inclusive and diverse outdoor community. The panel discussion provided an opportunity to explore measures and approaches that need to be taken to establish an environment where everyone feels welcome.
OUTO representatives also contributed to other sessions on the stages in KMF Basecamp and the organisation had a stand there during the Saturday, the busiest day of the festival. Along with OUTO’s core team and several Changemakers, Margo de Lange, secretary general of the It’s Great Out There Coalition (IGOT), was present to meet visitors and industry colleagues. IGOT is the umbrella organisation that leads the pan-European #itsgreatoutthere campaign to promote outdoor participation, with a strong focus on encouraging less well represented communities to get more active in nature. IGOT and OUTO share resources and a secretariat, coordinating the work of the outdoor sector to improve diversity and inclusion.
OUTO continues to seek new members from within the outdoor sector. Organisations can apply to join at https://openinguptheoutdoors.com/sign-up.
Credits
Client: OUTO (Opening Up The Outdoors)
Agency: We Are Pi
Supporting brands: The North Face, Patagonia, Arc´teryx, Adidas Terrex, Vivobarefoot, Salomon, Osprey and Wiggle
Ends
For more info on OUTO contact:
Annette Monheim
Email: Annette.Monheim@Openinguptheoutdoors.com
Phone: +32 465430217
Opening Up The Outdoors
Avenue des Arts 43
B-1040 Bruxelles
Belgique
]]>Desperados partners with Good Night Out Campaign to launch Desperados F.R.E.E - a new purpose based platform, created by We Are Pi, aiming to make dance floors across Europe safer.
Desperados F.R.E.E Commits to kick inequality off the guest list this party season
Desperados partners with Good Night Out Campaign to launch Desperados F.R.E.E, a new purpose based platform, created by We Are Pi, aiming to make dance floors across Europe safer.
October 30th 2023: Desperados today announces the launch of Desperados F.R.E.E. a programme of initiatives committed to fostering respect, equity and empowerment on the dance-floor, so that everyone feels safe to be themselves in the party space.
New research shows that half (50%) of partygoers do not feel safe on a night out, Desperados is on a mission to make dance floors safer and more inclusive for all, so everyone can let go and enjoy the party.
The first initiative under the platform is the Doorperson Diploma, a new training offering in partnership with global training organisation, the Good Night Out Campaign. The partnership will bolster Good Night Out’s existing training programmes with a first of its kind course, whilst supporting them to expand and offer more virtual training and accreditation across several European markets. The Doorperson Diploma has been created by consulting with industry experts, legendary Berlin door person, Smiley Baldwin, and sociologist, Dr Phie van Rompu, bolstering its existing training programmes with a first of its kind course.
This new module aims to upskill and champion security staff in line with the current nightlife landscape, whilst advancing the softer skills required in the role. This is expected to help to reassure the 59% of party goers who said they’d feel safer on a night out knowing that security staff underwent more in-depth training.
Desperados has already started accrediting venues across the Netherlands and the UK and through this collaboration, will enable many more venues across key European markets to undergo the training.
The Desperados F.R.E.E initiative was created with Amsterdam based Creative Innovation Consultancy WE ARE Pi and PR agency The Romans and is just the start of Desperados' journey towards safer, more inclusive dancefloors for all.
Rutger van der Stegen, Head of Global Desperados at Heineken commented “F.R.E.E. aims to address the many issues that contribute to people feeling unsafe and unwelcome on a night out and inspire positive change across dancefloors around Europe. The Doorperson Diploma has been designed to complement the existing training given to door staff across Europe. They play such an important role in allowing everyone to feel safe while getting into the party spirit, and we feel strongly that the honing of these softer skills will have a profound and positive impact on the relationship between security staff and party goers as this training is rolled out more widely.”
Smiley Baldwin, legendary Berlin doorperson, commented “It’s great to see a brand like Desperados shining a light on door staff in this way. I'm excited to help support F.R.E.E and help create a more positive nightlife culture and a safer future for partygoers in Europe and the world over.”
Rick Chant Co-Founder WE ARE Pi commented "As the patron saint of the party Desperados has a duty to make everyone feel welcome and included. Desperados F.R.E.E. is a long term innovation platform committed to spreading peace, love and unity on the dance floor."
Bryony Beynon, founder of Good Night Out Campaign commented “The doorperson does one of the toughest jobs in nightlife. We salute them and are looking forward to training folks across the UK and Europe on the core skills needed to create safety and offer support when things aren’t right on a night out.
“We’re really happy to be building our capacity to do more of what we do, supported by Desperados. We’ve been delivering training, education and advocacy for safer nightlife spaces for ten years, as an independent non-profit organization. This is already shaping up to be a transformational partnership and Desperados is helping us take things to the next level, when the industry, and all nightlife lovers, need it most.”
The Doorperson Diploma will be found in venues across Europe from November 2023 and will be available to sign up via the Good Night Out Campaign Doorperson Diploma. To find out more, and understand how you can make a difference on the dancefloor, visit the Good Night Out Campaign.
CREDITS
Client: Desperados Beer (Heineken International)
Global Marketing Manager: Rutger van der Stegen
Global Brand Manager: Lotte Nijenhuis
Global Brand Manager: Lotte Nijenhuis, Amir Ehsani
Head of PR Heineken: Joseph Brophy
Creative Agency: We Are Pi
PR agency: The Romans
NOTES TO EDITORS
For more information, please contact desperados@wearetheromans.com or joseph.brophy@heineken.com
Research
The research was conducted by Censuswide across five European territories (UK, Germany, Belgium, France, Netherlands), with 2,500 respondents (nat rep 18+).
About Desperados Beer
Born out of wild experimentation twenty years ago, Desperados dared to brew the world’s first Latin Spirit Flavoured Beer. Ever since, we’ve been rewriting the rules and igniting the party spirit through wild experimentation around the world.
About Desperados F.R.E.E:
Desperados champion playful experimentation and having fun responsibly - both via our products and the experiences we create. However, if people don’t feel welcome, safe or accepted, they will never feel truly comfortable to let go and enjoy the experience.
We Are Pi Co-founder and ECD, Rick Chant, says "Janice and Jack's unconventional attitude brings relevant and radical solutions to every opportunity. They look at things sideways, their twists on briefs are enough to make a pretzel jealous."
International Creatives Janice Ko and Jack Harrison join We Are Pi
Award winning Canadian Art Director Janice Ko and Australian Copywriter Jack Harrison join We Are Pi as it expands its creative innovation consultancy offering to new international clients. Janice & Jack have been recognised as Future Lions contenders at Cannes and their work has been awarded at D&AD, The One Show and London International Awards.
We Are Pi Co-founder and ECD, Rick Chant, says "Janice and Jack's unconventional attitude brings relevant and radical solutions to every opportunity. They look at things sideways, their twists on briefs are enough to make a pretzel jealous."
Janice Ko
Janice grew up in a Cantonese household on the east coast of Canada before moving to Australia as an angsty teen. Now an adult, she works as an Art Director, most recently plying her trade at Special Group and VMLY&R Melbourne, working on brands such as Red Bull, Uber Eats, Sharpie, ANZ and the Australian Defence Force. Outside of ads, she enjoys dancing badly and hanging out in hammocks (sometimes at the same time). Janice's work has been recognised at D&AD, LIA and The OneShow.
Jack Harrison
Jack Harrison is an award-winning creative and copywriter from Australia. He spent four years at VMLY&R in Melbourne, and worked on major campaigns for the Australian Defence Force, Monash University, and PTV. Now he finds himself in Amsterdam brushing stroopwafel crumbs off his shirt.
]]>With the DanceClub app, Desperados beer is on a mission to give everyone the incredible benefits of dancing more everyday.
Dance Club, a beautifully simple rewards app that dances with you.
With the Dance Club app, Desperados beer is on a mission to give everyone the incredible benefits of dancing more everyday.
The power of dance
New research reveals that 82% said that dance gives them a release to unwind from stress, but only a quarter (22%) dance every single day. The survey, conducted across the UK and Europe also revealed that dancing has the power to make people feel happier (79%) and transform a bad day into a good day (69%).
‘Desperados Dance Club’ is an app where dancing steps are turned into rewards, experiences and cash for charity.
Functionality
The functionality allows partygoers to open the app and dance anywhere, any time to unlock rewards including VIP access, festival tickets and more. They can also choose to raise cash for charities that champion inclusivity - Stonewall & Women in Music. For every 100 steps, Desperados will donate €1 to these charities in a bid to make dancefloors safer and more accessible.
Design
The Dance Club app identity is built on typography that dances with you. Each dance step you take, the step counter both counts and animates, mimicking a dancing motion. This animation applies to all key moments in the app, like winning a reward, to gamify movement and create excitement. Vibrant, changing colors against a black backdrop hint at night club lights on the dance-floor.
Rick Chant, co-founder of WE ARE PI said, “Desperados Dance Club gamifies the dance floor. It’s an experience that hacks the tech already in everyone’s pocket and rewards participation with the things Desperados fans love. Whether you’re dancing for free beer, free tickets or to raise cash for causes close to your heart Desperados Dance Club unifies the party scene, brings people together and helps everyone unlock the unusual.”
Rutger van der Stegen, Global Head of Desperados said: "We're so excited to be announcing the launch of Dance Club, helping to bring communities together through the power of movement and music! And what better way to get your groove on than knowing you could be earning rewards not only for yourself, but for others as well, whilst raising funds for charity at the same time. Once again, we're incredibly proud to be partnering with leading inclusive charities Stonewall and Women in Music, as we aim to make dance floors around the world a safe and accessible space for all.''
Download Desperados Dance Club via App Store and Google Play.
Research methodology: Research conducted with 2517 18+ across the USA, UK, Spain, Germany, and Belgium between 17.07.2023 - 24.07.2023.
Credits
Client: Heineken International
Agency: We Are Pi
Design: We Are Pi
App build: Robot Kittens
Events: Jack Morton
]]>Edgard & Cooper, a leading provider of healthy pet food, has launched a thought-provoking campaign made by We Are Pi, aimed at challenging the dominance of low-quality ingredients in the pet food industry by promoting their real, healthy, and junk free alternatives.
“They Are What They Eat” Edgard & Cooper launches provocative campaign championing junk free pet food.
April 19th, 2023 -Edgard & Cooper, a leading provider of healthy pet food, has launched a thought-provoking campaign made by We Are Pi, aimed at challenging the dominance of low-quality ingredients in the pet food industry by promoting their real, healthy, and junk free alternatives.
Challenging the issue of junk ingredients in pet food
We Are Pi worked with Edgard & Cooper to shed light on the troubling reality of pet food being heavily reliant on "meat meal", which often consists of low-quality meat and animal remains that are overly processed and mixed with artificial additives.
Real food for real pets
To demonstrate the difference between real, healthy pet food and the processed junk that currently saturates the market, Edgard & Cooper is launching the campaign titled "They Are What They Eat", featuring visuals of fake pets being fed junk food, demonstrating the effect of overly processed pet food on pets and how a switch to Edgard and Cooper’s products could make a real difference.
"Real pets deserve real food. Junk ingredients are an issue for our furry friends and Edgard and Cooper are banging the drum and rattling the bowl to cause change both in the industry and in your best friend's belly.”
— Rick Chant WE ARE Pi, ECD and Co-founder"Our pets are what they eat, and it's important to feed them real, healthy food," said Louis for Edgard and Cooper. "Most pet parents aren’t aware of what goes into their pets’ food. With this campaign, we want to stop people buying food for pets on autopilot and show what impact real ingredients could make.”
— Louis Chalabi, Edgard & Cooper, Co-Founder & CMOInternational brand growth
The campaign was directed by Pedro Giomi with prop design by Eva Arends and Florian Legters and will run across Europe (UK, France, Germany, Belgium and the Netherlands) on TV, online video and social media.
- ENDS -
Campaign Credits
Brand : Edgard & Cooper
Agency : WE ARE Pi
Director: Pedro Giomi
Prod Co: CzarMusic:
Prop design: Eva Arends & Florian Legters
Satellite Audio: Stainless Sound
Media: Craft Media
About Edgard&Cooper
Edgard and Cooper's mission is to provide pets with the best possible nutrition, with a limited ecological ‘paw print’. Their real, healthy and junk free pet food is leading the way in revolutionising the pet food industry. The brand was founded by Louis Chalabi, Koen Bostoen and Jürgen Degrande in 2016 in Belgium. Edgard & Cooper is now active in 13 European countries.
Prop designs for the fake pets made by Eva Arends and Florian Legters.
]]>We Are Pi launches Just Say It, a book of copywriting advice from some of the best in the game, collected by Creative Director, Taylor Black.
We Are Pi Launch ‘Just Say It’, A Book of Copywriting Advice
We Are Pi launches Just Say It, a book of copywriting advice from some of the best in the game, collected by Creative Director, Taylor Black.
Copywriting is hard. Finding all the best copywriting advice in one place: even harder. This inspired We Are Pi Creative Director, Taylor Black, to create the resource she felt was missing – a collection of the best writing advice from the best in the game.
To make the book, Taylor reached out to some of the greatest writers in the industry – Creative Directors, CCOs, Comedians & Partners at the world’s top advertising agencies – asking them to share their prime pieces of writing wisdom.
We Are Pi creative Director, Taylor Black says, “It’s the book I’ve always wanted as a copywriter – all the tips, tricks and learnings from the best out there. I just wish I made it sooner. Because the process of creating it was amazing. How generous everyone was with their knowledge: inspiring. And the end result: helpful beyond belief.”
Just Say It is the latest Pi Publication, following We Are Pi’s cultural research publication, New Society Rules. You can download a digital version of the Just Say It book at wearepi.com
CREDITS
Agency: We Are Pi
Creative Director:Taylor Black
Designers: Gemma Stoner & Nick Fatouris
Contributors: Joe Staples, Josh Fell, Nedal Ahmed, Rick Chant, Adam Koppel, Jed Cohen, Sarah Hardcastle, Josh Braithwaite, Chris Colliton, Constanze Bilogan, Emiliano Trierveiler, Will Tran, Barton Corley, Gregg Clampffer, Tim Wolfe
]]>Edgard Cooper, one of Europe’s fastest growing high quality pet food brands, has appointed Creative Innovation Consultancy WE ARE Pi for their next brand building campaign.
We Are Pi Win Edgard & Cooper Pet Food European Account
Edgard & Cooper, one of Europe’s fastest growing high quality pet food brands, has appointed Creative Innovation Consultancy WE ARE Pi for their next brand building campaign.
Following a competitive pitch We Are Pi will partner with Edgard Cooper on strategy and communications as the brand expands, looking to establish its story and credentials with new audiences across Europe.
Louis Chalabi, Co-founder and CMO at Edgard Cooper says, “We were looking for a partner to co-create our next big brand building campaign, a partner that clearly understood & aligned with our progressive viewpoint on pets and what we stand for. We felt the team at We Are Pi were the right people to create this for us!”.
Patrick Garvey, Founding Partner and MD at We Are Pi adds, “We’re excited to partner with Edgard Cooper to help them deliver against their ambitious plans to grow the brand on a path to expanding the business and positively disrupt the category.”
The brand recently gained fame in Netflix hit show Emily In Paris.
About Edgard Cooper
The story of Edgard & Cooper started only a few years ago. Koen Bostoen's dog, Edgard, became ill from his dog food. Koen's good friend Louis Chalabi in turn complained that he, too, could never find tasty and healthy dog food for his dog, Cooper. The two friends sunk their teeth into exploring the world of dog food and were not happy with what they found. There had to be a better way! Together they worked out healthy recipes. They developed the first dog food in the world made with fresh and nutritious meat along with healthy ingredients such as vegetables, fruits and herbs, packed in biodegradable bags and recyclable cans. It was 2016 and the Belgian pet food brand Edgard & Cooper was born! Immediately after the start they were joined by another childhood friend: Jürgen Degrande. Together, they are building a European success story. Today the range has been significantly expanded to include quality snacks and cat food. The company has 189 employees and is active in 13 countries.
]]>Leading outdoor brands, The North Face, Arc’teryx, Adidas Terrex, Patagonia and Vivobarefoot launch a commitment to equity & inclusion by establishing Opening Up the Outdoors, a new brand researched and created by We Are Pi.
OPENING UP THE OUTDOORS INDUSTRY GROUP LAUNCHES
Leading outdoor brands, The North Face, Arc’teryx, Adidas Terrex, Patagonia and Vivobarefoot launch a commitment to equity & inclusion by establishing Opening Up the Outdoors, a brand created by We Are Pi.
September 2022, sees the launch of Opening Up the Outdoors (OUTO), a not-for-profit organisation founded by outdoor brands, experts, and organisations. Incorporated into the It’s Great Out There Coalition, OUTO is committed to breaking down the barriers to inclusivity, and supporting the changemakers, across Europe, who are doing the work to make the outdoors a safe and welcoming space for everyone. Conceived in 2021 as a response to systemic racism, anti-Asian sentiment and in support of the Black Lives Matter movement, OUTO envisions an outdoor community and industry that is truly diverse, equitable, anti-racist and accessible to all.
The OUTO brand and strategy is inspired by research conducted by We Are Pi in 2020. We Are Pi then worked with the industry coalition to turn a report on Opening Up The Outdoors, into a multi-brand commitment and that's now been launched as an industry backed foundation and community-led brand.
Opening Up the Outdoors website
Changemaker Programme
Ahead of launch, in spring 2022, the Founding Members of OUTO facilitated a pilot Changemaker Programme in the UK. Lead by entrepreneurship organisation Hatch Enterprise the programme has supported six changemakers from ethnically diverse backgrounds whose businesses, initiatives and groups are working to build a more diverse, equitable and anti-racist outdoor community, providing them with expert-led masterclasses, peer mentoring, business coaching and skilled consulting. The first cohort to take part graduated on Friday 02 September and will have the opportunity to apply for development grants of up to 11,000 Euros to invest directly in their organisation. A new programme will be launched in Spring 2023.
European Ambitions
Joining the It’s Great Out There Coalition, an international, not-for-profit organization based in Brussels, will allow OUTO to scale its work beyond the UK and across Europe, as well as benefiting from an established governance structure and synergies between the two Coalition groups. The It’s Great Out There Coalition promotes the positive impact of outdoor activity on individuals and society and, as a partner of industry body the European Outdoor Group (EOG), leads the sector’s #itsgreatoutthere campaign across Europe.
OUTO Structure
Amanda Calder-McLaren, Senior Brand Director for The North Face has been appointed Chairperson of the OUTO Council with journalist and filmmaker Keme Nzerem taking the role of Vice-President It's Great Out There Coalition Board. Two open posts for Community Members will be filled with a focus on ensuring there is diverse representation throughout.
Keme Nzerem, VP of the It's Great Out There Coalition Board said:
"Spending quality time in the great outdoors is a right everyone should be able to enjoy, but ever since I began hiking, mountain biking and skiing I've often been one of the only Black or Brown faces on the trail (or piste). For a multitude of reasons, many of us miss out on the joys, thrills and spills of outdoor sport and adventure. At the core of OUTO's work is our Changemaker Programme. I'm honoured to help support grass roots visionaries and pioneers from across our ethnically diverse communities, who are helping transform the outdoors into a more accessible playground where everyone feels welcome and included. I'm proud to see OUTO develop from a pilot to a robust and permanent charity."
Margo De Lange, Policy Officer, the It’s Great Out There Coalition, said:
“This is an exciting new era for the It’s Great Out There Coalition. Since the coalition’s foundation in 2017, we have helped grass roots organisations around Europe introduce thousands of people to the enjoyment and benefits of outdoor participation for the first time. By investing more than 500,000 euros in over 30 projects, we have clearly demonstrated the positive and lasting impact of bringing new and more diverse groups into nature. Now, with the incorporation of Opening Up the Outdoors, the #itsgreatoutthere campaign will be able to even more effectively reach those groups and individuals and inspire them to get active in nature.”
Alex Bennett Grant, Founder and CEO of We Are Pi, said:
“In 2020 We Are Pi published an article called “Opening Up The Outdoors' in the first edition of our New Society Rules research reporting on cultural change affecting brands. We’d never have dreamt that two years later that research would inspire an outdoor industry wide organisation on the scale of OUTO. We’re incredibly proud of the impact its already having and hope it inspires others to unite purpose and business towards opening up more industries.”
- ENDS -
NOTES TO EDITOR
Founding Members of Opening Up the Outdoors:
For OUTO news and events: hello@openinguptheoutdoors.com
For OUTO membership: members@openinguptheoutdoors.com
To work with us, please contact: media@openinguptheoutdoors.com
About Opening Up the Outdoors
Co-founded in 2021 with the ambition of making the outdoors across Europe, a safe and welcoming space for everyone. OUTO is also a response to systemic racism, anti-Asian sentiment and in support of the Black Lives Matter movement. As a not-for-profit, it focuses on the continued inclusion, education, and enjoyment of outdoor spaces by people of the global majority. We envision an outdoor community and industry that is truly diverse, equitable, anti-racist and accessible to everyone.
Aims
OUTO aims to ensure everyone, regardless of ethnicity, religion, gender, sexual identity, or physical ability is welcomed and included when they step outside. To do this, OUTO has partnered with industry and community leaders, to remove barriers to the outdoors by educating and supporting those interested building a more diverse, equitable and anti-racist outdoor community.
Supporters and friends of OUTO
The integration of OUTO into the It’s Great Out There Coalition and the successful completion of OUTO’s first cohort of Changemakers is the culmination of months of hard work. We are fortunate to have worked with groups of amazingly supportive and dedicated people who have voluntarily given us their time, expertise and encouragement. They include:
All conditions media
Brownstone Communications
BMC
Haroon Mota
I Am Here International
Kendal Mountain Festival
Leeds Beckett University
Looking Sideways
Mountain Training
National Parks
OIA
Sabrina Pace Humphreys
Soraya Abdel-Hadi
We Are Pi
About It’s Great Out There
The It’s Great Out There Coalition is a not-for-profit collaboration on a European level launched by the outdoor industry in 2017 to increase public awareness of the benefits and positive impact of outdoor activities for individuals and for society.
Mission
Our mission is to get Europe Active outdoors. To make that happen we motivate, activate and advocate, inspiring and enabling individuals and communities, and working towards more diverse, inclusive and responsible participation in outdoor activity.
Press pack photo credits
Soraya Abdel-Hadi - All the Elements
Mari Uri - United We Climb
Haroon Mota - Muslim Hikers
Marlon Patrice - We Go Outside Too
Yvette Curtis - Wave Wahines
Sonny Peart - Black Trail Runners
Frit Tam - Passion Fruit Pictures
Agency Credits
Agency: We Are Pi
Strategy, branding, website
CEO: Alex Bennett Grant
Managing Director: Patrick Garvey
Senior Strategist: Paris Bethel
Head of Client Partnerships: Agathe Derrstroff
Business Director: Daniel Padwick
Account manager: Caitlin Dorling
Design Director: Seth Josephs
Senior designer: Gemma Stoner
Motion Designer/Illustration: Nick Fatouris
Creative Director: Taylor Black
Creative Director: Daan van Dam
Copywriter: Maya Halilovic
]]>Strategy Directors Matt Hisamoto and Mostafa Hashish join We Are Pi as it expands its creative innovation and consultancy offering to new international Clients.
We Are Pi Hires Top Strategists From New York And Dubai Strategy Directors Matt Hisamoto and Mostafa Hashish join We Are Pi as it expands its creative innovation consultancy offering to new international Clients.
Amsterdam based We Are Pi has been on a streak recently picking up the Uber Eats account, Rockstar Energy and the global Strongbow cider business.
After announcing eleven new hires earlier this year, We Are Pi has now expanded further with two top strategists from New York and Dubai.
The move comes as the shop famous for its creative work expands into strategic consultancy across brand, experience and cultural transformation offerings.
We Are Pi Founder and CEO, Alex Bennett-Grant, Says "We're thrilled to welcome Mostafa and Matt to the We Are Pi crew, they are world class strategists already helping Clients open up new markets, create amazing experiences and build awesome brands."
Matt Hisamoto - Strategy Director joins We Are Pi from New York
Matt Hisamoto was born in Tokyo, lived in Singapore, and grew up in Orange County, CA. After studying urban planning at the University of Southern California, he spent the bulk of his career at Wieden+Kennedy, both in the Portland and New York offices, working with clients like KFC, TurboTax, Anheuser-Busch, and Bud Light. Prior to moving to Amsterdam, he worked at ARGONAUT, helping the agency establish its New York presence. Outside of work, he spends his free time and money on coffee and clothes
Mostafa Hashish - Strategy Director joins We Are Pi from Dubai
Mostafa Hashish is a Strategy Director joining We Are Pi from Impact BBDO Dubai. Starting off his advertising career in 2011 Cairo at the birth of the Egyptian Revolution, social and cultural change became a natural part of his outlook as a strategist. In his decade-long career, Mostafa worked on regional and local clients including Google, KFC, Etisalat, Orange Telecom and countless others. In his free time, he obsesses about urban design, produces vague electronic music and goes on random last minute trips that usually leave him in relatively odd situations.
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