We are always talking about thinking outside the box, and the recent collaboration between Reebok and 3D artists Joe and Max is a perfect example of using an experiential, branded campaign to engage consumers in a whole new way!
In celebration of November’s Guinness World Record Day, the 3D artists took on the giant task of breaking the record for the largest piece of 3D street art, whilst simultaneously promoting Reebok’s CrossFit range. They spent an entire week tirelessly creating the 1160m2 masterpiece, which was awarded not one, but two world records for the longest and largest piece of 3D art.
Described by leading 3D artist Joe as the “most epic task ever ever undertaken”, this piece of giant art certainly caught the attention of passers-by. Work-out fanatics headed over to the Crossfit station, where they were able to exercise on a range of branded equipment, overlooking the artwork.
This exciting campaign encouraged consumers to experience the Reebok brand in a totally unique and unexpected way, and the world record status promoted the campaign to an audience far beyond those who came into direct contact with the work of art.
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