Yes, there are a lot of “empower women” ads. And the past should have shown that when adland gets on a bandwagon, campaigns begin to blur and the rule of diminishing returns kicks in. This one, for Reebok, by Venables Bell & Partners San Francisco with assistance by Roundhouse Portland, though, stands out. Maybe that’s because it’s spearheaded by Ariane Grande – a “giant power” performer in a very tiny body? Maybe it’s the simplicity of each film and poster in the campaign (a compilation of powerful women’s views of women) – one voice, one “woman’s power” viewpoint…or maybe it’s weight of numbers. There are ten voices so far.
The campaign highlights women who are helping to bring a positive change to the world, each in her own way – OK, plus Ariane. The campaign extends Reebok’s Be More Human platform, which encourages people to be the best possible version of themselves physically, mentally and socially. Reebok has, in fact, been an ally of women for three decades. In the ‘80s, it promoted what was then a new female fitness movement, that made it OK for women to work out hard and have muscles.
The new arm of #BeMoreHuman also supports the Movemeant Foundation and The Women’s Strength Coalition by releasing ten different limited-edition shirts, each featuring an inspirational message from one of the women featured in the campaign. From July 15 – December 31 or while supplies last, Reebok will donate 100% of the purchase price (excluding taxes and shipping) from the sale of each shirt, to be split equally between these organisations. It is also encouraging people to Donate in Sweat by donating to the organisations for participating through social media by posting an original picture of themselves working out on Instagram or Twitter and tagging their photo with #BeMoreHuman, or attending a select Reebok Donate in Sweat event.
Plus Jenny Gaither, Founder of Movemeant Foundation; Game of Thrones actress, Nathalie Emmanuel; Icelandic CrossFit athlete, Katrin Davidsdottir; Yelda Ali, female empowerment organisation, Camel Assembly; Shannon Kim Wagner, founder of the Women’s Strength Coalition; & Reese Scott, founder of Women’s World of Boxing.
Credits
Agency: Venables Bell & Partners
Executive Creative Director: Will McGinness
Creative Director: Tyler Hampton
Associate Creative Director: Byron del Rosario
Designer: Kelly Malka
Copywriter: Jenna Capobianco
Art Director: Valerie Ang-Chamorro
Chairman: Paul Venables
Strategy: Michael Davidson, Jodi Shelley, Emy Theodorakis
Production: Craig Allen & Emily Tarran
Account Management: Michael Chase, Nicole Spinelli, Lindsie Levinson
Business Affairs Managers: Sametta Gbilia
Films:
Production Companies: First Shot Productions, Moxie Productions, Savage & Co., Paige Dorian Productions, Kranky Produktions, Reebok Productions
Directors: Zoey Grossman, Liz Collins, Dave Meyers, Cathrine Wessel & Sam Bricker
Post Production: Lumberyard
Editors: Naomi Goodman, Inome Callahan & Regina Rivard
Colour Correction: Company 3
Print:
Design Director: Cris Logan
Production: Jacqueline Fodor, Marissa Serritella & Michelle Wells
Photographers: Zoey Grossman & Liz Collins
Photo Production Companies: First Shot Productions & Moxie Productions
Photo Retouchers: Zu Studio & Hempstead May
Post Production: Pacific Digital Image & VBP Studio
Agency: RoundHouse
Creative Director: Mako Miyamoto
Senior Art Director: Ian MacGillivray
Art Directors: Mike Torretta, Justin Smitty & Liz Khan
Senior Copywriter: Kyle Sundby
Senior Designers: Alice Baldwin, Jessica Jones, Jenya Andreev & Christian Hannig
Senior VFX Designer: Mark Young
Lead Retoucher: Patric Zerr
Retouchers: Daniel Wall, Stephen Zadrozny, Brian Frost
Senior Production Designer: Ian Collazo
