prAna wanted to reach a younger audience that was indifferent to traditional advertising. They needed a Conversationworthy idea that would make a bold statement and resonate with their audience. So we created the Dream Job initiative - a search for one brave person who was willing to publicly quit their day job, in order to chase their dream profession.
Within a few weeks, the program earned over 50 million free impressions. The idea connected so strongly with our audience that over 2,400 video entries were submitted. On prAna social channels, fans of the winner will be able to follow her journey throughout the year.