Reebok has launched a new fully-integrated, global marketing campaign under the slogan “Be More Human.” The campaign officially kicked off in the U.S. with a TV commercial on NBC on Feb. 1, during NBC's Super Bowl pre-game show. Tt starting around the same time n Western Europe, focusing on digital channels.
The concept in the campaign is the need for human beings to live up to their full potential, and is based on the same philosophy that inspired the brand's new symbol, the Reebok Delta, where the three sides represent the physical, mental and social change that comes with a fitness-based lifestyle.
The new, highly emotional campaign celebrates everyday people in their physicality. Going beyond mere physical activity, it wants to inspire a drive to live fuller and less self-focused lives. In the “Freak Show” film available at www.reebok.com/bemorehuman, fitness appears as an intense lifestyle demanding commitment, chosen by individuals who want to challenge themselves and be more than they thought they could be. In the 60-second video spot, people in their everyday lives, including a young mother, a firefighter and others are represented in their everyday lives, benefiting in their daily job and routine from the mental toughness they have gained through physical training. Reebok says it wants to show these ordinary people as a new breed of athletes who should also be regarded as role models.
The video was developed in partnership with Venables Bell & Partners and directed by AG Rojas, the Los Angeles-based award-winning music video director. The new marketing platform is available via desktop, tablet and mobile phone and features a number of interactive “Be More Human” tools and experiences. These include “The Human Score,” which is said to be the world's first test of one's “humanness” by ranking it with social, physical and mental traits. A short online quiz leads users to a personalized Human Score. The “Gray Matters” interactive 3D visualizer dynamically shows how physical activities stimulate the various areas of the brain. Finally, the #breakyourselfie experience allows fitness enthusiasts to post images of themselves at their most depleted post-workout state, to rebel against the stereotypical shiny and happy selfies.
