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.