Reebok: FASHION MEETS FITNESS

Credits & Description:

Category: Posters

Advertiser: REEBOK FITNESS CLUB

Product/Service: GYM

Agency: CENTOESEIS

Creative Director: Sergio Magalhães (Centoeseis)

Creative Director: Ricardo Chester (Centoeseis)

Art Director: Teco Cipriano (Centoeseis)

Art Director: Maurício Mori (Centoeseis)

Copywriter: Alessandro Garcia (Centoeseis)

Copywriter: Mathias Almeida (Centoeseis)

Illustrator: Stina Persson

Art Buyer: William Yoshioca (Centoeseis)

COO: Ricardo Al Makul (Centoeseis)

Media placement: Out of Home - Gym - 10 March 2012



Describe the brief from the client

Reebok Sports Club is a gym focused on the Brazilian upper class, located inside a super premium mall with some of the most expensive commercial locations in Brazil. The high demand for classes results in a waiting list. The client requested a campaign to keep the gym positioning as a fashion icon.



Describe the challenges and key objectives

One of the requests from the client was to avoid the usual arguments cult of the body or generic promises of well-being. Another challenge was to speak with a highly demanding customer without appearing arrogant or snobbish, values ​​that do not match the atmosphere of a gym. Our goal was to use a language where the audience is identified and valued.



Describe how you arrived at the final design

We seeked inspiration in the world of fashion sketches. For this, we searched illustrations from famous world renowed fashion designers. To give an added dimension to the work we required that each illustration should have a different language, authorial illustration traces.



Give some indication of how successful the outcome was in the market

The waiting list of Reebok Club remains huge (1,000) such as the renewal rate (80%).