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Site of the week: Reebok – Be More Human

Reebok encourages fitness fans to “Be More Human” and share their stories of physical endurance via this high-profile campaign

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Reebok encourages fitness fans to “Be More Human” and share their stories of physical endurance via this high-profile campaign

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URL: fitness.reebok.co.uk/be-more-human DESIGNER: Venables Bell & Partners

If there’s one thing that defines us as humans, it’s the desire to push ourselves forward with challenging endeavours.

Believe it or not, it isn’t the desire or ability to take selfies. This idea is kind of central to this rich promotional experience from Reebok and the people who are behind the campaign at San Francisco consultancy Venables Bell & Partners.

The site basically hopes to persuade visitors to “Be More Human” across a series of interactive tools beginning with a Human Score multiple-choice quiz. Clicking through each question reveals an overall grade and personality assessment, giving the content a genuine personal twist. A Gray Matters section illustrates the impact of fitness on the brain, before Break Your Selfie harnesses Instagram to share shots of physically exhausted fans. The result is a highly polished, slick site design that adopts an intriguing philosophical approach to conveying the brand message.

“The Be More Human Experience is an online destination launched to dimensionalise our new campaign for Reebok,” reveals Michael Sison, design lead at Venables Bell & Partners. “Revealed days before Superbowl XLIX along with a coinciding TV spot, the site is an exploration on the correlation between fitness and humanity through the use of video, interactive tests, 3D visualisers and social media. Designed as an adaptive website, Be More Human works great on just about any device, from desktops to smartphones.”

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Backed by the campaign film via HTML5 video, visitors can quickly navigate throughout the experience

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Stylised sporting photography and people shots are combined with a watercolour-like aesthetic

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