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The Drum Digital Transformation Festival launch

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Gordon Young
Editor-in-chief at The Drum

Reebok: #ZigTheRunway by Venables Bell & Partners

Client: Reebok
Date: Feb 2020
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Most people use their doorbell cameras to catch porch pirates or avoid solicitors and drop-in neighbors. Cardi B and Reebok are using the fish-eye cameras to perform a runway walk for the new Reebok Zig Kinetica.

Cardi B posted an Instagram video of her and friends dressed in brightly colored capes as they dance up to a suburban doorway in identical Cardi masks, sashaying in the shoes to the tune of Runway by Blaq Tuxedo. The pop star shows the shoe up close to the camera as she reveals herself by pulling down her mask. As the troupe walks away one holds up a blingy necklace that says #ZigTheRunway.

Reebok collaborated with some major talent in a series of unconventional runway shows to launch its new energy-return shoe, capturing the action on doorbell cams and kicking it out to the world.

Reebok claims to be the first fashion brand to tap into this unexpected video platform and more doorbell cam runway shows are expected over the coming days and weeks from renowned creatives, musicians and athletes, including Stranger Things actor Noah Schnapp.

Credits

Agency: Venables Bell & Partners

Chief Creative Office Will McGinness

Creative Director: Byron Del Rosario

Associate Creative Director: Ryan Hoercher

Senior Copywriter: Jake Reilly

Chief Operations Officer: Kate Marceau Jeffers

Brand Director: Kristin Obi

Brand Sup: Paris Clark

Brand Manager: Kit Guerra

Co-Head of Strategy: Gavin Jones

Social Strategist: John Principe

Senior Brand Strategist: Dylan Phillips

Head of Integrated Production: Hilary Coate

Senior Integrated Producer: Andrew Lovold

Integrated Producer: Namrata Abhyankar

Integrated Producer: Livia Biedermann

Business Affairs Manager: Sametta Gbilia

Head of Lumberyard: Raquel Bedard

Director: Tyler Hampton

Executive Producer: Sasha White

Line Producer: Robert Morales

DP: Matt Baker

Post Producer: Allison Lee

Editor: Daniel Figueroa

Editor: Naomi Goodman

Motion Designer: Zac Wollons

Assistant Editor: Jason Bridges

VFX: Beast

Reebok

Sr. Director, Global Advertising and Retail Comms: Amy Manganiello

Sr. Manager, Global Advertising: Tim Connor

Sr. Manager, Global Advertising: Laura Demadis

Manager, Global Advertising: Caitlin Sullivan

Assoc. Manager, Global Advertising: Shelby Kreienberg

Coordinator: Global Advertising: Ambry Moss

Sr. Director, Brand Marketing & Operations: Inga Stenta

VP, Marketing and Digital Brand Commerce: Matt Blonder

Production: Wildlife

Director: Scott Friedman

Director: Jake Friedman

Director of Photography: Martin Moody

Executive Producer: Brandon Del Nero

Senior Integrated Producer: Thomas Guindon

Line Producer: Ross Kelly

Production Supervisor: Shawn Loh

Music Supervision, Sound Design & Mix by Barking Owl

Creative Director - Kelly Bayett

Producer / Music Supervision - KC Dossett

Mix & Sound Design - AJ Murillo

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