Reebok’s Be More Human campaign is resonating with audiences on multiple levels. The global athletic brand, which in recent years has been returning to its fitness roots, was honored at the 62nd Annual Cannes Lions International Festival of Creativity for the fitness-focused campaign. The festival is the world’s largest gathering of worldwide advertising professionals, designers, digital innovators and marketers.
The Be More Human campaign, which launched in February, was recognized in the Cyber category, with Reebok taking home two Silver Cannes Lions for the Integrated Multiplatform and the Craft and Design of the website.
The campaign’s digital experience was created in collaboration with San Francisco-based creative agency Venables Bell & Partners. It was designed to be a destination for fitness enthusiasts, with quizzes, fitness information and an interactive 3D visualizer that shows how different physical activities can stimulate the brain.
Additionally, Reebok Korea’s ZPump Fusion execution, “Subway Battle,” was shortlisted in the Outdoor category for Ambient Interactive Experience.