REEBOK TO GO

TitleREEBOK TO GO
BrandREEBOK
Product/ServiceREEBOK SNEAKERS
Category F05. Cultural Insight
Entrant M&C SAATCHI Stockholm, SWEDEN
Idea Creation M&C SAATCHI Stockholm, SWEDEN
PR PART PROJECTS Stockholm, SWEDEN
Production THE FIRM STUDIO Stockholm, SWEDEN
Production 2 OLIVER MARTIN HENRIQUEZ Stockholm, SWEDEN
Post Production OLIVER MARTIN HENRIQUEZ Stockholm, SWEDEN
Additional Company REEBOK NORDICS Solna, SWEDEN
Additional Company 2 STREAM NORDIC Stokholm, SWEDEN
Credits
Name Company Position
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.