Social Media Brand Marketing

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. 

Brand Loyalty and Engagement Strategy

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through the barriers of a 35mm film strip, articulating how the apparel, and their attitudes, can’t be contained by outdated paradigms.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.