Reebok Woman’s World Campaign
What we did
In its early years, Reebok was largely regarded as a woman’s brand–having invented the first aerobic shoe and inspiring the aerobics craze of the ‘80’s. Two decades later, the majority of women’s advertising was still touting female empowerment, and creative director Michelle Sassa was sick of the clichés. She realized young women were now ready for something beyond permission. They didn’t need to be told they could ‘just do it’ because they already were, yet contemporary commercials didn’t reflect this. Michelle’s insight resulted in a campaign celebrating women’s achievements, yet with an edge and sense of humor traditionally reserved for male advertising. Michelle and Berlin Cameron partner Matt Murphy created scenarios that flipped the script on traditional gender roles, turning heads and winning laughs while endearing Reebok to a new, ‘post-feminist’ generation of fitness-loving women.
What we did
The running shoe company wanted a way to capitalize on its sponsorship of new reality show Survivor. Michelle and art director Julio Pardo had the idea to create a series of commercials that closely mimicked what was happening weekly on the island. So-called ‘survival expert’s’ Nate and Brian’s bumbling encounters with leeches, cooked rats and even real Survivor castoffs created watercooler talk, was featured on Entertainment Weekly, and became as popular and anticipated as the TV show it was echoing. “Snakebite,” the most infamous spot in Reebok’s campaign, created even more buzz, leaving viewers marveling at how CBS censors didn’t vote it off the island.