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Reebok readies Become More Human campaign

Athletic footwear company Reebok will begin a new international campaign called "Become More Human" this week. The campaign, developed by Venables Bell & Partners of San Francisco, includes a 60-second television commercial called "Freak Show." The creative depicts amateur athletes attempting various fitness challenges as a way to become more capable people. The creative also features a new brand symbol called the Reebok Delta, a triangular shape representing physical, mental and social elements of fitness.

The campaign also includes an online element called the "Be More Human Experience," which encompasses desktop, tablet and mobile devices. It is located at <>. It incorporates several components, including a test that will gauge a participant's "Human Score," an interactive 3D model called "Grey Matters" that demonstrates how different physical activities affect the brain, and a social media initiative called "Break Yourselfie" that encourages consumers to post images of themselves taken after demanding physical activities.

"There's a new breed of athlete," said Yan Martin, vice-president of global brand communications at Reebok. "These are everyday people, and these athletes should also be regarded as role models. For these individuals, the achievement comes from the realization that they are transforming their lives through fitness, and in the process they're transforming the lives of their communities. We acknowledge and salute these new athletes who challenge themselves daily in search of greater rewards."

The campaign will begin in Canada with the release of the television commercial during the broadcast of Super Bowl XLIX on CTV on Feb. 1. It will be supported with digital, print and out-of-home advertising.

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