From Day Job To Dream Job

Prana wanted to reach a younger audience that was indifferent to traditional advertising. They needed an idea that would make a bold statement and live up to their mission of clothing for postitive change. So we created the Dream Job initiative - a search for one brave person who was willing to quit their day job, in order to chase their dream profession.

After a few weeks, we had 50 million+ impressions and over 2,400 video entries, from which we selected one amazing individual. On prAna social channels, fans of the winner will be able to follow her journey throughout the year.