With their latest videos from Reebok campaign “Be More Human“, the company based in Canton, Massachusetts, encourages people to engage the best version of themselves physically, socially, and mentally. To illustrate this, the sportswear company launched three new videos to support the “Be More Human” challenge.

The Reebok stories begin with the “Hands” video showing people from all corners of the world pushing their physical limits, who are brought to our attention to highlight a deep message: our physical actions leave visible marks on our bodies and hands, but also within us, which makes us better, stronger, kinder, and brings us all together – making us more human.

For this occasion, the company announced a four-day promotion (from Tuesday, Jan. 17, to Friday, Jan. 20) named “Show of Hands”, through which Reebok deployed thousands of its trainers in some of the key locations of the U.S.: New York, Los Angeles, Boston, Dallas, Washington, D.C., Chicago, Philadelphia, San Francisco, Seattle and Miami. This time, trainers will offer workouts sessions in exchange for a handshake, highlighting the fact that fitness has the power to connect people. Also, consumers can participate in one of these sessions anytime during in January, booking a free workout using the Handstand app.

Next film, “Mom“, sketches the relationship between a daughter and her mom; while the little girl is trying-on some high-heels, she founds her mother’s NANO sneakers. The message of this video is simple, as Reebok wants to bring out the fact that the daughter just admires her crossfit-loving parent.

The last short-movie, called “Slide“, describes the life of a young man encountering new challenges in his love life, so he focuses his energy on sports, in an attempt to start again and build a new, better life.

Through a press release, Vice President, Global Brand Communications at Reebok, Yan Martin says: “Crucial to this content is recognition of the importance of human connection, of using the body as a vehicle to communicate with one another and through which we strive to reach our potential. There could be no better expression of this than offering trainers from our ReebokONE network to provide workouts in key cities, and only asking for a handshake in return.”

The film series was created by Venables Bell & Partners and director Diego Contreras – a commercial and music video director based in Los Angeles who worked with clients such as GE, Lincoln Motors, Stoli Vodka, and the US Airforce; for agencies including Droga 5, BBDO NY, Anomaly, Publicis Paris, and Hudson Roug. The series follows the previous video from the same campaign: “25,915 Days” released in 2016, which refers to an average number of human days in a human life.

Also, alongside with the launch of this campaign, Reebok tried to challenge consumers with an online vision called “Be More Human Experience“, which is available on desktop, mobile and tablet, offering unique experiences, including The Human Score, Gray Matters and #BreakYourSelfie.

Credits:

Client: Reebok

Agency: Venables Bell & Partners

Director:  Diego Contreras

Executive Creative Director: Will McGinness

Creative Director: Tom Scharpf

Music: Hands – RIVVRS, “Walk In the Wild”;

Mom – Marmoset, “Huntley”;

Slide – Rafferty, “Apple Pie”