We were tasked to bring Reebok’s tagline, ’Be More Human’ out in a campaign to catch attention and build the brand in the CrossFit community.

In February, the capital of Sweden underwent a major escalator meltdown across its entire subway system. It lasted for weeks and in some cases people were forced to walk up to 180 steps; a major struggle for a lot of commuters. The breakdown quickly became a headline in all major news outlets in the country.

Within 24 hours, Reebok joined forces with a local Crossfit team and hit the subway. Equipped with nothing more than some sponsored t-shirts and a positive attitude, the team helped people carry suitcases, dogs and even people themselves.

Getting half of Sweden’s population to start talking
The campaign saw:
• 4 500 000 Swedes reached
• 3 000 000 reached in Social media
• 10 000 000 SKR in earned PR value

The response was overwhelming. The news spread in all major Swedish news outlets such as Aftonbladet and Nyheter24. What started out as a local initiative for Stockholmers soon reached 40% of the Swedish population and within days became a talking point across the globe.