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Ariana Grande Stars in New Reebok Campaign Spotlighting Women Transforming Themselves and the World

17/07/2018
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Venables Bell & Partners' campaign stars artists and athletes including Ariana Grande, Gal Gadot, Danai Gurira, Gigi Hadid, Nathalie Emmanuel and Katrin Davidsdottir
Today, global fitness leader Reebok launches a multi-faceted campaign celebrating women who are helping bring positive change to the world – each in their own unique way. The campaign is the latest evolution of the brand’s Be More Human rally cry, which encourages people to be the best possible version of themselves physically, mentally and socially.
 
Featured in the campaign are artists and athletes including Gal Gadot, Danai Gurira, Gigi Hadid, Ariana Grande, Nathalie Emmanuel and Katrin Davidsdottir, who each tell their own personal story of overcoming barriers to become their best self. They are featured alongside women who have built organisations that are empowering females and making history, including Reese Scott, Founder of Women’s World of Boxing; Shannon Kim Wagner, Founder of the Women’s Strength Coalition; Jenny Gaither, Founder and CEO of Movemeant Foundation; and Yelda Ali, Founder of Camel Assembly.

 
With this campaign, Reebok is not only revisiting its heritage of being a women’s-focused brand, but more importantly celebrating strong women with powerful voices, who are inspiring others to action – at a time when action is needed.
 
“Reebok has a long history of empowering women and supporting those who empower others,” said Melanie Boulden, Reebok Vice President of Marketing. “We did this back in the 1980’s, when the brand helped usher in a new fitness movement, led by women, that changed culture and made it OK for women to sweat and have muscles. We are still at it today, developing innovative product for women, by women, and encouraging females to experience the physical, mental and social transformation that happens when we move – the essence of our Be More Human philosophy.”


In the fully-integrated campaign, the use of bold, graphic type brings to life the women’s words, personalising each of their inspirational messages.  Consumers can meet the powerful women featured in the campaign at www.Reebok.com/bemorehuman as well as learn how to get involved in the grassroots organisations driving change for women. 

 
Two organisations are specifically supported by the campaign, the Movemeant Foundation and The Women’s Strength Coalition. To support these organisations, Reebok is 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, 2018 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, to these organisations. 
 
In addition, consumers who want to participate in other ways can ‘Donate in Sweat,’ with Reebok offering two unique avenues of participation. Consumers can either participate through social media by posting to Instagram or Twitter an original picture of themselves working out and tag their photo with #BeMoreHuman, or attend a select Reebok ‘Donate in Sweat’ event.Participation will result in Reebok making a donation to the two organisations.  The social media program is capped at 2,500 posts.  Complete details can be found on Reebok.com.   
 
For the campaign, Reebok enlisted long-time creative partners Venables Bell & Partners (San Francisco, CA), who led the campaign, and Roundhouse (Portland, OR). 
 
“Since the beginning of our partnership, we knew that Reebok has always been deeply committed to encouraging everyone to push through barriers to become their best,” said Will McGinness, Executive Creative Director at Venables Bell & Partners. “This latest effort is another chapter in the Be More Human narrative and recognises an important moment in time to celebrate powerful women who are creating such positive change for themselves and for the world around them.”

CAMPAIGN CREDITS

Brand: Reebok

Air Date: 7/16/18

Agency: Venables Bell + Partners

Chairman: Paul Venables

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

Head of Strategy: Michael Davidson

Group Strategy Director: Jodi Shelley

Strategist: Emy Theodorakis

Director of Integrated Production: Craig Allen 

Agency Producer: Emily Tarran 

Group Brand Director: Michael Chase

Brand Director: Nicole Spinelli

Brand Manager: Lindsie Levinson

Business Affairs Manager: Sametta Gbilia

Natalie Emmanuel Shoot:

Production Company: First Shot Productions

Director: Zoey Grossman

DP: Jordan Ritz

2nd Shooter: Laurent Levy

Video Producer: Michelle Hynek & Edward Sniecikowski

Grassroots & Danai Gurira Shoot:

Production Company: First Shot Productions

Director: Zoey Grossman

DP: Jordan Ritz

2nd Shooter: Dane Brown 

Video Producer: Michelle Hynek & Edward Sniecikowski

Gal Gadot Shoot:

Production Company: Moxie Productions

Director: Liz Collins

DP: Bianca Cline

BTS Videographer: Peter Mosiman

Producer: Patrick Van Maanen for Moxie Productions

Ariana Grande Shoot:

Production Company: Savage & Co. // Paige Dorian Productions

Director: Dave Meyers

DP: Scott Cunningham

Executive Producer: Naomi Savage

Producer: Aubree Reda

Gigi Hadid Shoot:

Production Company: Savage & Co. // Kranky Produktions 

Director: Cathrine Wessel

DP: Stephan Alessi

Executive Producer: Naomi Savage

Producer: Nathalie Akiya

Katrin Davidsdottir Shoot: 

Production Company: Reebok Productions

Director: Sam Bricker

DP: Zach Concannon

AC: Noel Goggins

Executive Producer: Jess Oldham

Producer: Jill Wyman

Post Company: Lumberyard

Director of Lumberyard: Raquel Bedard

Post Producer: Liz Carlton

Editor: Naomi Goodman

Editor for Yelda & Jenny: Inome Callahan

Editor for Ariana: Regina Rivard

Assistant Editor: Alisia Perez

Assistant Editor: Jason Bridges

Senior Motion Graphics Designer: Dani Sanchez

Flame: Matt Trivan

Music for Shannon, Danai, and Gal: Audio Network 

Composers for Shannon: Ben Fowler & Kelly Mac Composers for Gal: Ben Fowler, Kelly Mac Music Supervision - Songs for Film & T.V. 

  • Nathalie Emmanuel – "Mount Up” performed by Electric Owls
  • Reese Scott – "Prime" performed by The Siege
  • Yelda Ali – “Monster” performed by Hugo Russo & John Mesch
  • Jenny Gaither – “Drive” performed by Jesse Marantz
  • Gigi Hadid – "In The Face of Gravity” performed by Matt Beilis
  • Katrín Davíðsdóttir – "The Drum" performed by The Siege
  • Ariana Grande – “Stomp Your Yard” by PONY Additional music licensing – Audio Network
  • Danai Gurira – “Enter The Stage”
  • Shannon Kim Wagner – “How We Roll”
  • Gal Gadot – “Recognition”

Mix: One Union

Mixer: Joaby Deal

Producer: Vickie Sornslip

Color Correction: Company 3

Colorist: Sofie Borup

Producer: Alexandra Lubrano

— STATIC

Brand: Reebok

Campaign: #bemorehuman

Agency: Venables Bell + Partners

Chairman: Paul Venables

Executive Creative Director: Will McGinness

Creative Director: Tyler Hampton

Design Director: Cris Logan

Associate Creative Director: Byron Del Rosario

Designer: Kelly Malka 

Copywriter: Jenna Capobianco

Director of Integrated Production: Craig Allen 

Director of Art Production: Jacqueline Fodor 

Agency Art Producer: Marissa Serritella

Agency Print Producer: 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

Head of Strategy: Michael Davidson

Group Strategy Director: Jodi Shelley

Strategist: Emy Theodorakis 

Group Brand Director: Michael Chase

Brand Director: Nicole Spinelli

Brand Manager: Lindsie Levinson, Allie Rodriguez

Agency: RoundHouse

Founder/Chairman: Joe Sundby

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

Retoucher: Daniel Wall, Stephen Zadrozny, Brian Frost

Senior Production Designer: Ian Collazo

Production Designers: Paul Quilici, Amanda St. Clair, Nick Saiki

Director of Strategy: Megan Amberson

Brand Strategist: Victoria Wells

Managing Director, Client Services: Matthew Moss

Account Director: Lani Reichenbach

Senior Account Manager: Cameron Schuler

Producers: Stephenie Bitz-Martell, Marije Peek, Amy Grothe, Stephanie LeBlanc

Studio Producer: Cindy Rokoff

Studio Stylist: Krysten Krening

Studio Photographer: Dave Coy

— RETAIL

Agency: RoundHouse

Founder/Chairman: Joe Sundby

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

Production Designers: Paul Quilici, Amanda St. Clair, Nick Saiki

Director of Strategy: Megan Amberson

Brand Strategist: Victoria Wells

Managing Director, Client Services: Matthew Moss

Account Director: Lani Reichenbach

Senior Account Manager: Cameron Schuler

Producers: Stephenie Bitz-Martell

Studio Producer: Cindy Rokoff

Studio Stylist: Krysten Krening

Studio Photographer: Dave Coy

— DIGITAL

Agency: Venables Bell & Partners

Founder/Chairman: Paul Venables

Creative Director: Tyler Hampton

Associate Creative Director: Byron Del Rosario

Copywriters: Jenna Capobianco, Elliot Nordstrom

Design Director: Cris Logan

Designer: Andre Cabral 

Head of Strategy: Michael Davidson

Group Strategy Director: Jodi Shelley

Strategist: Emy Theodorakis

Digital Producer: Michelle Dravis

Digital Development Vendor: WeLikeSmall

Executive Producer: Corey Hankey

Head of Technology: Paul Solomon

Front-End Developers: Ash Warren, Dan Will, Elan Bartholomew 

Group Brand Director: Michael Chase

Brand Directors: Nicole Spinelli

Brand Manager: Anna Norris

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