Reebok's New Spokes-Athlete Is . . . a Chicken

Campaign via Venables & Partners Encourages Consumers to Live 'Free Range'

Published On
Jan 12, 2015

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Nike previously unleashed an angry chicken onto the streets in one of its famous ads via Wieden & Kennedy, Portland. Now Reebok, along with agency Venables Bell & Partners, has put a high-energy fowl at the heart of its new campaign. Here, an exuberant clucker escapes from his cell at a chicken farm, running free across field and plain only to be stopped in its tracks by a shocking billboard exposing another entrapped species: humans at the gym. Finally, he spots a group of outdoor fitness enthusiasts and carries on with his journey.

The ad, directed by Biscuit Filmworks' Noam Murro, is part of Reebok's new "Free Range" campaign. As part of the effort, Reebok found people who posted online New Year's resolutions that meshed with the brand's ethos. It will be sending them, packaged in an egg carton, one-of-a-kind tees emblazoned with their 2015 goals. It's also asking the dedicated athletes to share their experiences with the tag #livefreerange.

Credits

Date
Jan 12, 2015
Brand:
Reebok
Client:
Reebok
Agency:
Venables Bell & Partners-San Francisco
Executive Creative Director:
Paul Venables
Executive Creative Director:
Will McGinness
Creative Director:
Tom Scharpf
Creative Director:
Erich Pfeifer
Associate Creative Director:
Eric Boyd
Art Director:
Byron Del Rosario
Copywriter:
Meredith Karr
Copywriter:
Allan Eakin
Director, Integrated Production:
Craig Allen
Head of Strategy:
Michael Davidson
Senior Brand Strategist:
Jake Bayham
Production Company:
Biscuit
Director:
Noam Murro
Director, Photography:
Simon Duggan
Executive Producer:
Shawn Lacy
Executive Producer:
Colleen O'Donnell
Line Producer:
Jay Veal
Editing Company:
Rock Paper Scissors
Editor:
Stewart Reeves
Visual Effects:
A52
Visual Effects Producer:
Heather Johann
Telecine:
A52
Sound Design:
740 Sound Design
Sound Designer:
Rommel Molina
Music:
Elias Arts
Mix:
740 Sound Design
Assistant Editor:
Luke McIntosh
Producer:
Leah Carnahan
Executive Producer:
Dave Sellars
Executive Producer:
Angela Dorian
Visual Effects Supervisor:
Andy McKenna
CG Lead:
Andy Wilkoff
Visual Effects Producer:
Jennifer Sofio Hall
Composer:
Fritz Doddy
Executive Creative Director:
Vinnie LoRusso
Creative Director:
Mike Goldstein
Executive Producer:
Ann Haugen
Producer:
Katie Overcash

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Project Type