Reebok MYT is an apparel collection designed to blend lifestyle and fitness culture, while ushering in a more inclusive Reebok brand – one that embraces more body types, at a more affordable price point.
To showcase the newest collection, Reebok challenged us to build a Western European-focused campaign that articulated these key propositions and built a cultural connection between MYT and our consumers.
Enter #BreakTheStandard – a campaign that spoke to the inclusivity and mix-and-match nature of the collection, while inspiring our audience to stop waiting to follow, and start leading instead.
We cast real women in Paris, Berlin and London – including prominent campaigner for female independence and creative expression, Jourdan Dunn - and encouraged them to style themselves during the shoots.
In print, OOH, retail, digital and social, these women were depicted breaking through the barriers of a 35mm film strip, articulating how the apparel, and their attitudes, can’t be contained by outdated paradigms.
The result was an authentic depiction of city-specific style and sentiment that not only drove sales, but also delivered a positive message to the standard-breaking women of Western Europe.