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Reebok Earns 2016 ISPO Award for Be More Human Ad Campaign

reebok be more human

Reebok has taken home yet another award for its “Be More Human” ad campaign. Here’s the ISPO jury statement:

“Reebok have finally found their own identity, after decades of searching. The campaign doesn’t work to solely position the brand, but it plays simultaneously with the varied aspects of the brand character – until in the very last window of the communication. Hat-tip!”

Matthias Nelke, Red Bull Creative

Do you agree with the jury? Let me know in the comments below. Here’s the rest of the information from SportsOneSource:

Reebok’’s “Be More Human” campaign received an ISPO Gold Winner Award in multichannel marketing. The award is  another recognition of the global fitness brand’s mission to change how people perceive and experience fitness, and recognizes the work of partner agency Venables Bell & Partners in delivering this message across marketing platforms. In addition to the ISPO Award, the “Be More Human” campaign took home two Silver Cannes Lions and two Bronze Clio Sport awards in 2015.

The “Be More Human” campaign launched in January 2015, celebrating those who dedicate themselves to a varied and intense form of fitness not for the trophies, awards or money, but to better themselves and the world around. The campaign also unveiled the new Delta logo, which represents the physical, mental and social change that comes through living a fitness lifestyle. Multi-channel advertising for the campaign included TVCs, out of home, digital, and print ads, with the hero advertisement, “Freak Show” leading the way in the ISPO nomination.

“For the past year, Reebok has gone back to its fitness roots, and rededicated itself to helping people challenge themselves daily and transform their lives through fitness,” says Yan Martin, vice president of global brand management at Reebok, “On behalf of Reebok and Venables Bell & Partners, we’re honored to be recognized by ISPO for these efforts.”

Every year, ISPO honors the best creative communications services of the sporting good business, including videos, emotional images, unconventional marketing tools, mobile applications, and events. All nominations for the Communication division are evaluated by an international jury panel of experts that contribute their own knowledge, views and experiences to form a reliable basis for unbiased decisions. For the Multichannel Marketing Award, the “Be More Human” campaign was specifically noted to not only position the brand, but play simultaneously with the varied aspects of Reebok’s character throughout all windows of communication. Reebok will receive the Gold Winner Award at the ISPO Awards Ceremony in Munich, which takes place January 24-27, 2016.

The ISPO award is not the first marketing award taken home by The “Be More Human” campaign. In July, the campaign was awarded two Silver Cannes Lions in the Cyber category for the Integrated Multiplatform and the Craft and Design of the website.

reebok be more human

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