Mid September saw global fitness brand Reebok localise its biggest women’s marketing push – #BeMoreHuman – with a local Australian campaign fronted by Paralympian and powerlifter Kelly Cartwright.
The initiative, developed in harness with local Australian creative agency ‘the projects*’, aims to celebrate female empowerment and to encouraging and inspire women to create positive change both for themselves and their communities.
The local phase is led by a 30-second commercial that features Cartwright talking about how she managed to overcome her own personal barriers and challenges.
“Be confident in the skin that you’re given because you only get one life and you only get one body, and you’ve got to use it the best you can.You’re enough no matter who you are or what you look like.”
Reebok // Be More Human – Kelly Cartwright from the projects* on Vimeo.
Cartwright’s local Australian spot supports a star-studded, international line-up of talented and powerful women in a global campaign that also includes artists, creatives, entertainers and athletes such as Gal Gadot,
Danai Gurira,
Gigi Hadid,
Ariana Grande,
Nathalie Emmanuel
as well as local athletes for regional strands who each tell their own personal story of overcoming barriers to become their best self.
Comment:
The objective behind this initiative it to create a global platform to unite and empower women from all backgrounds and to help them all continue to make positive change in the world.
Links:
Reebok
https://www.instagram.com/reebok
https://www.youtube.com/user/reebok
https://www.pinterest.com/reebok/
The Projects*
