Usually people go to the cinema to relax, but Reebok makes them “Run the Movie” to watch the film. Let’s see.
Imagine you’re at the cinema, relaxed, with large containers of popcorn and ready to watch the film. Suddenly it stops and begins to buffer. Spotlights light up in front of the screen on the treadmills with Reebok running shoes nearby and point at randomly selected moviegoers.
Once they begin running on the treadmills, the movie keep on going. The faster they run the more quickly the movie continues.
Take notice that the movie is going just while people keep running and a buffer appears on the screen again when the treadmills are empty.
At the end all participants have been given a new pair of Reebok ZPump shoes.
The campaign, titled “Run the Movie” was done by the South Korean ad agency Innored for Reebok to promote ZPump Reebok shoe and also to provide people with healthy life style and keep them fit.
This method might seem too extreme in comparison with their previos Get moving, get pumped campaign in subway, but I like the way the Reebok do to brake people’s routine and never stop surprising us. 🙂
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