Leveraging the momentum of Reebok’s retro running attack and a throwback to the brand’s ‘90s roots, we were tasked to come up with a concept to excite consumers about their journey with the Reebok Classics category, driving sign-ups with a competition mechanic. 

A paid social first campaign, creative was made to stand out on social feeds, moving as fast as the target’s attention. We ‘tap into an attitude’ with striking visual contrast, using two modes of Reebok Classic to create distinct identities before and after a ‘90s transformation. Protagonists are transported from the ‘conformed’ and minimal, to an all-out ‘pioneered’ scene, transformed by the touch of a Reebok Classic shoe. An eye-catching ‘glitch’ effect embodies the ‘90s aesthetic, along with VHS, pixelations, and inverse colour treatments.