The global campaign, created by San Francisco-based Venables Bell & Partners, celebrates normal people who commit to a fitness lifestyle
BestMediaInfo Bureau | Mumbai | February 4, 2015
Reebok has unveiled its biggest brand campaign in a decade, launching the ‘Be more human’ campaign. With an emphasis to explore everyday athleticism, the campaign celebrates normal people who commit to a fitness lifestyle.
The campaign, created by San Francisco-based Venables Bell & Partners, is centered round a 60-second film, ‘Freak Show’, which aired during the Super Bowl pre-game show. The film features people such as a chef, a warehouse worker and a mother completing extreme workouts, suggesting that such exercise makes them stronger in their everyday lives.
“Reebok believes that by pushing ourselves to the brink and testing our limitations, we have the power to transform ourselves not only physically, but also mentally and socially,” said Reebok Brand President Matt O’Toole. “By adopting such a lifestyle, you find yourself in a community of people, joined together by a common purpose – to be better versions of themselves. We’re confident that when we push ourselves, we not only transform our bodies, we transform our entire lives,” he added.
Alongside the film, Reebok is launching a ‘Be more human experience’ microsite, offering extra content for fitness addicts. This includes ‘Human score’, a test that focuses on lifestyle choices; ‘Grey matters’, which explores the relationship between physical and mental health; and #breakyourselfie, encouraging everyday athletes to post pictures of themselves in a “broken, post-workout state”.
According to the campaign, the three sides of the tri-sided brand symbol, ‘Reebok Delta’, represent the physical, mental and social changes brought about by getting fit.