Reebok - Heavy Lifting / Stockholm Escalators Event - (2015)

It really is the global Reebok comeback with the Be More Human campaign, with us talking about it in Adweek today, and now this stunt from Stockholm. The Viral Company in Stockholm turned an escalator meltdown across the subway system into a stunt, they sent in a crew of fit people from the crossfit club, as this was their WOD - Workout of the Day. . "In some cases, people were forced to climb up to 180 steps. So we decided to help these men and women up the steep stairs together with our friends from the Fit4Life CrossFit Box. We ended up carrying everything from people’s suitcases, their dogs, and even a pregnant woman who was late for a meeting." says Charlotte Hård, account director at The Viral Company.
"Reebok’s philosophy is ‘Be more human’. So we thought this escalator situation in Stockholm was the perfect opportunity to help out and put our training to good use. And we want to thank everyone who participated and hope the escalators will be up and running soon again ” says Reebok Nordic’s PR Manager Charlotte Wik. Nice timing. Always fun to see someone pull off a stunt as a response to an actual event, this fast. Flexible clients and agencies thinking on their feet can do this.

Ad agencies: Reebok Nordic’s digital agency, The Viral Company and the CrossFit Box Fit4Life.

Adland® is supported by your donations alone. You can help us out by buying us a Ko-Fi coffee.
Anonymous Adgrunt's picture
comment_node_story
Files must be less than 1 MB.
Allowed file types: jpg jpeg gif png wav avi mpeg mpg mov rm flv wmv 3gp mp4 m4v.
Dabitch's picture

So the local news just announced that these escalators will be shut off for even longer. It's been two weeks already, and the stations where this is happened have notoriously long escalators.

Reebok should use QR codes, or just a paper pad with discount notes that you can tear off, and position them in the middle of these escalators, so that the brave people who walk it see them and may take a discount for some crossfit gear - since they already started their WOD routine...