REEBOK CLASSIC LEATHER
UNCLASSIFIED
REEBOK CLASSIC LEATHER UNCLASSIFIED
Reebok needed to reposition its most classic shoes from an outdated, low-priced shoe back to a fashion icon like it was in the past. From a running to a working shoe, it was nonsense to classify the Reebok Classic Leather. That’s where the concept came from.
In the campaign's first phase, we have shown the UNCLASSIFIED concept at the product level. Nothing else. Just the shoe.
In the campaign's second phase, we partnered with Rae Sremmurd to promote the UNCLASSIFIED concept.
UNCLASSIFIED Box:
Rae Special Edition
We partnered with Spotify to create the UNCLASSIFIED playlist, made by artists and songs that don't fit a specific music category.
Inside the stores, we created a section called UNCLASSIFIED for the unlabeled Reebok Classics.
UNCLASSIFIED PRINT AND OOH CAMPAIGN
UNCLASSIFIED in-store magazine featuring Rae Sremmurd's interview. Designed by me and Gerardo Dumont.
In the days of the Governors Ball Music Festival, we parked the UNCLASSIFIED Truck around the shuttle area in Manhattan so people could personalize their shoes, clean them, or take a picture at the photo booth while waiting to go to Randall's Island.
We also created the UNCLASSIFIED T-shirts that became popular during and after the event.
Agency: Translation
CCO: John Norman
GCD: Thiago Carvalho, Matt Comer
Senior Art Director: Fernando Mattei
Senior Copywriter: Gabrielle Attia
Senior Designer: Gerardo Dumont
Jr Creatives: Paz Molina, Adia Imara