| Title | REEBOK TO GO |
| Brand | REEBOK |
| Product/Service | REEBOK SNEAKERS |
| Category |
F05. Cultural Insight |
|
Entrant
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M&C SAATCHI Stockholm, SWEDEN
|
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Idea Creation
|
M&C SAATCHI Stockholm, SWEDEN
|
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PR
|
PART PROJECTS Stockholm, SWEDEN
|
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Production
|
THE FIRM STUDIO Stockholm, SWEDEN
|
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Production 2
|
OLIVER MARTIN HENRIQUEZ Stockholm, SWEDEN
|
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Post Production
|
OLIVER MARTIN HENRIQUEZ Stockholm, SWEDEN
|
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Additional Company
|
REEBOK NORDICS Solna, SWEDEN
|
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Additional Company 2
|
STREAM NORDIC Stokholm, SWEDEN
|
Credits
| Kristina Annehed |
M&C Saatchi Stockholm |
Account Director |
| Linus Larsson |
M&C Saatchi Stockholm |
Account Manager |
| Klara Eide |
M&C Saatchi Stockholm |
Executive Strategy Director |
| Linda Elers |
M&C Saatchi Stockholm |
Creative Director |
| Henrik Almqvist |
M&C Saatchi Stockholm |
Creative Director |
| Yrla Persson |
M&C Saatchi Stockholm |
Social Media Manager |
| Alexander Hedström |
M&C Saatchi Stockholm |
Graphic Designer |
| Anton Hååg |
M&C Saatchi Stockholm |
Graphic Designer |
| Alex Zachrisson |
Reebok Nordics |
Nordic Brand Communication Manager |
| Nicolas Nath |
Reebok Nordics |
Brand Director |
| Cristoffer Övergaard |
The Firm |
Web Developer/Programming |
| Oliver Martin Henriquez |
Oliver Martin Henriquez |
Filming/Editing/Post production |
| Joanna Sundström |
Part Projects |
PR |
| Hedda Nyström |
Part Projects |
PR |
| Jonas Edholm |
Stream Nordic |
Factor |
| John Müllersdorf |
Stream Nordic |
Factor |
Please tell us about the cultural insight that inspired the work
Our strategy/idea was based on two current phenomena in Sweden:
A heated debate around electrical scooters - they had literally invaded Stockholm and were everywhere. Some people loved them and the convenience they brought, others hated that they were everywhere, cruising between cars in heavy traffic and thrown on sidewalks. The fact that people were becoming less active was also contributing to the criticism.
Another topic discussed in society was physical movement, specifically in the context of well-being and health. One of the most best-selling books in Sweden in 2019 was "Hjärnstark", by the well-known M.D. Anders Hansen who has done research on the correlation between physical movement and mental health. Also, a report from WHO showed that over 25 % of Swedes are so physically inactive it is harmful. Both WHO and Anders Hansen emphasized the importance of everyday movement and walks, instead of going to the gym.