We set up an outdoor billboard in central Stockholm, challenging people to a human speed test. Anyone who ran past the billboard faster than 17 km/h, unlocked a brand new pair of Reebok ZPump 2.0 shoes.

The billboard used a camera to identify, track and follow the runners movement and calculated their pace using computer vision with real-time object recognition and motion detection. The technology was developed specifically for this project and was the first of its kind.

Our outdoor billboard was active during four days in central Stockholm. Along with the activation, we also made a video explaining the billboard and the campaign. The video was seeded out to relevant media and published in Reebok’s social channels within hours of installing the billboard.