At the beginning of this month, Reebok launched their new fully-integrated marketing campaign, “Be More Human”, and as soon as I spotted it, I fell in love with it. It’s a brand campaign that I’m really, genuinely excited about. I love that the concept encourages people to live up to their full potential and to be a better human, not just a better athlete.
“How will you honour the body you’ve been given?"
This notion is in keeping with the new brand logo that was revealed last year: the Reebok delta. While the delta is a symbol of change, the Reebok delta has three distinct parts, representing the physical, mental and social changes that occur when people push themselves beyond their perceived limits and embrace an active and challenging life.
What I especially like about this multi-channel campaign, is that there are so many elements to explore and immerse yourself in.
Freak Show: The Brand Film
It was the Freak Show brand film that first drew my attention to the new campaign. I found it totally captivating and motivational. It acknowledges fitness as a lifestyle and a means of self-improvement.
“We’re not out here flipping tyres to be better tyre flippers. We’re doing it to be better, period… Better, stronger, more determined humans."
Be More Human Online Experience
The Be More Human Experience is the online destination of the multi-channel campaign, where there are lots interactive tools to discover.
A better workout can build a better brain, and this interactive grey matter visualiser shows you how.
Science shows that a proportional relationship exists between the intensity and complexity of our exercise and the amount of benefit to the brain. This element of the Be More Human Experience demonstrates how different activities stimulate neurotransmitters (emotion and cognitive action), the cerebellum (smooth mental and physical movement), the corpus striatum (TBC), the hippocampus (memory) and the frontal cortex (executive functioning). It’s totally fascinating!
The Human Score
Science journalist David McRaney was asked by Reebok to design The Human Score test. It looks at human traits and the role that physical fitness plays in the equation. The Human Score Video explains the background of the test a little more...
“Many studies have shown that grit outperforms talent in many situations…"
I love stuff like this and couldn’t wait to take the test. It was really simple, fun and eye-opening; it made me think about the things that I value. I think that my score and description are pretty accurate too!
What’s your human score? Leave me a comment or tweet me to let me know!
Break Your Selfie
Finally, the #BreakYourSelfie element of the campaign is all about capturing you and your life with fewer filters. Reebok are encouraging people to post pictures of themselves at in their broken, sweaty, post-workout states.
I really like the inspiring and gritty vibe of the campaign, but I’m not sure that I could be fully immersed in the concept of non-stop punishment, spending every day ‘beaten, and muddy, and sore’ (is that really good for anyone?!).
However, I love the idea that tough fitness has the power to transform lives, sharpen the mind, strengthen human bonds and liberate human potential. I fully endorse constant progress and pushing your personal limits. I’ve been totally inspired by this campaign. Have you?