The Drum Awards for Marketing - Extended Deadline

-d -h -min -sec

Author

By Natalie Mortimer, N/A

January 15, 2015 | 2 min read

Reebok has created an online film featuring a free range chicken as it looks to encourage consumers to break free from a monotonous exercise regime and take a ‘free range’ approach to a healthy lifestyle.

Released mid-January to coincide with the time that many New Year fitness resolutions begin to waver, Reebok said it hopes the film will communicate the message that exercise should be versatile and for life.

“At Reebok we believe you shouldn’t make resolutions for only a year; rather, you should make them for life,” said Matt O’Toole, Reebok brand president. “This is why we work with partners such as CrossFit, Spartan Race and Les Mills; fitness inspiration that provides the motivation to live out your resolution — motivations like community, versatility and pushing limits.

“Reebok believes an active life goes beyond physical benefits; it’s about bettering yourself mentally and socially as well. This is a point of view embodied in the brand’s new symbol, the Reebok Delta.”

The Free Range film, which shows a chicken escape from its coup, forms part of a part of a larger brand ethos that will break in the coming weeks and months and is intended to encourage people to embrace a different path to physical activity.

Reebok

More from Reebok

View all