The opportunity:
Launch Reebok classic as an independent brand in South Africa.

Set a foundation that not only differentiates it from the performance brand but establishes it as a market leader.

The insight:
A classic is something that has stood the test of time.

Reebok classic is not just another lifestyle brand. It’s not like others. It doesn’t stand for the same things. A classic is a leader, not a follower.

The idea:
Classic AKA campaign.

Going behind the scenes with AKA where we show what it’s like to create a classic music video – the highs and the lows. The idea was to uncover three directors as they pitch their concepts for the music video. With the help of AKA’s team, the plan was to capture everything from writing to recording, and everything in between.

The execution:
The roll-out was like nothing else.

We created content that started 5 weeks prior to the music video launch, each week uncovering a different part of the creative process. The five content pillars were: Introductions, writing and recording, the concept, directors, and on set.