Human were naturally born to move for survival otherwise become nonviable. Constant movement is what brings physical fitness and activation. 5.3 million deaths worldwide every year caused by sedentary lifestyle and 74% of Korean office workers admit to lack of exercise. People remain inactive then we would like to inspire them to move.

This brought us the conclusion that it is necessary to inspire these people and give them a reason to escape from the daily convenience. This campaign was organized with the purpose of providing ordinary people with more healthy and enjoyable movements in their everyday life.

Subway station is a frequently visited place of public everyday.

People with their eyes glued to their cell-phone these days, but on that day they lift their head up and respond with curiosity when they find themselves appear on the screen at subway station. At the same time, the person on the opposite side also appears on the screen surface. Then the game battle begins between the two people in the count of ‘Three, Two, One Go!’

While their desire for wining starts burning, they can hardly conceal their feelings of victory or defeat. This campaign awakened people’s potential for dynamics and REEBOK, “Get moving, #Get Pumped”, based on the brand message keeping the differentiation with other fitness brands.

This campaign also including video and online event, offline battle event attained total 1,070,000 views in 2 weeks. Customer participation event managed on Facebook and Instagram along with YouTube viral video open and offline spot pump battle also intrigued affirmative responses.

There are lots of global online coverage too such as blog of Adweek, Best ads on TV's best outdoor video of the week, Campaign brief Asia, Coloribus, Creapills and other online AD platforms and sites. Now spring season, this campaign could be a momentum of all generations to move and pump their body.