In the 80’s, Reebok has created a multi-use shoe that is still unique, timeless, and iconic today:
THE REEBOK CLASSIC LEATHER.
But the shoe lost its edge with the pack of "me too's" arrival.
Put the Reebok Classic Leather back at the center of culture.
Attacking the NON-CONFORMERS. The patron who DOES NOT ACCEPT LABELS or CLASSIFICATION of any kind.
Only a shoe with such fashion flexibility could be used as a blank canvas for the full expression of self.
We created a product related OOH campaign to show the UNCLASSIFIED concept through the shoe.
We partnered with the UNCLASSIFIED artists Rae Sremmurd to be the ambassadors of the UNCLASSIFIED concept.
UNCLASSIFIED RAE POSTERS AND OOH
UNCLASSIFIED BOX: RAE SPECIAL EDITION
UNCLASSIFIED PLAYLIST: SPOTFY PARTNERSHIP
UNCLASSIFIED STORE SECTION
Inside the stores, we created a section called UNCLASSIFIED, for the unlabeled Reebok Classics.
One of the consumer facing materials that explain the UNCLASSIFIED concept: an "in store" magazine with Rae Sremmurd interview.
Design: Fernando Mattei and Gerardo Dumont
In the days of the Governors Ball Music Festival 2017, we parked the UNCLASSIFIED Truck around the shuttle area in Manhattan,
so people could personalized their shoes, clean them or take a picture on the photo booth, while waiting to go to the Randall's Island.
THE CAMPAIGN GOT GREAT PRESS COVERAGE AND SPONTANEOUS MEDIA
Senior Creative, Art Director: Fernando Mattei
Senior Creative, Copywriter: Gabrielle Attia
Group Creative Directors: Thiago Carvalho, Matt Comer
Senior Designer: Gerardo Dumont
Jr Creatives: Paz Molina, Adia Imara
CCO: John Norman