The first job promotion for quitters

prAna wanted to reach a younger audience that was indifferent to traditional advertising.

The Dream Job initiative became a search for one brave person willing to publicly quit their day job and chase their dream profession.

The message struck a chord and thousands of people applied to take a leap of faith and chase after their passion. Within a few weeks, the program earned over 50 million free impressions as well as coverage far beyond prAna’s current audience: including Forbes, Mashable, Outside Mag and many more. The idea connected so strongly with our audience that over 2,400 video entries were submitted. Our team reviewed them all, until we landed on our amazing winner: Queena Bergen.

On prAna social, fans followed her journey to inspiring the masses through motivational speaking and poetry. Queena even became an official ambassador to the prAna brand.

PRESS
Forbes
Mashable
Outside Magazine
Travel & Leisure

CREDITS
CW: Mike Reiner
ACD CW: Mike NG
ACD AD: Chris Nash
ECD: Jesse Dillow