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Last week, Reebok launched a new campaign – Be More Human – to change how people perceive and experience fitness. The campaign is a rally cry to live up to your full potential.

Reebok celebrates everyday people who engage in rugged physicality that allows them to live bigger, fuller and less self-focused lives. Through fitness, these individuals become better parents, better leaders, better teachers, better partners and overall, a better, stronger version of themselves.

The brand film, “Freak Show” acknowledges that tough fitness is a lifestyle that is intense, demanding and requires real commitment. The film is a celebration of those who have chosen to be more than they thought they could be through fitness. It is a challenge to those who have yet to Be More Human.

Directed by AG Rojas in partnership with Venables Bell & Partners, the 60-second TV spot “Freak Show” showcases everyday athletes embodying what it truly means to Be More Human as they tackle different fitness challenges. It juxtaposes the merits of tough fitness and how it benefits humans in their everyday lives.

Accompanying the campaign is the Be More Human Experience, a one-of-a-kind online platform where fitness enthusiasts can challenge and define what it is to be human. It is available via desktop, tablet and mobile featuring a number of interactive tools and experiences.

Be More Human officially kicked off with a TV advertisement on NBC on February 1, 2015. Kindly access this website for more information on the campaign.

Carmen Chong
YouTube-obsessed and a beauty junkie at heart. Find her on Instagram: @carthemen