There are 1,440 minutes in a day. That’s 1,440 opportunities to step outside, to experience something new, to see the world a little differently. We wanted to cherish those moments. Thus, on November 26, we launched the REI 1440 Project—a celebration of every single minute spent outside. It was our homage to outdoor adventure.
The website began as an empty timeline, an open invitation to the outdoor community at large to submit their favorite adventure photos. Within days it was filled with thousands upon thousands of amazing photos, and continued to grow as the minutes turned into days turned into years.
The site was able to tell what time each photo was taken by reading the metadata that is embedded in every photograph, and then displayed the photo based on that time. Users were able to create a profile and personalize their own photo timeline to share on the site and with their social networks. Timelines were tagged and searchable based on location, activity, description and even color.
Outdoor enthusiasts of all kinds helped fill every minute (all 1440 of them) of the 24-hour timeline with outdoor photography representing our collective love of outside. What was most impressive was not the number of the photos, but the photography itself. We were inundated with gorgeous images of inspiring activities. It proved, beyond any doubt, that our community is best when joined together, motivating each other.