Reebok CrossFit Games 2014: Bacon box

For many in the CrossFit community, who follow a Paleolithic (“Paleo”) diet, Bacon is one of the most beloved (and consumed) treats. In fact, some are so in love with the salty snack that they don’t stop at just eating it - they talk about it, take pictures of it, and create memes about it. To engage with the CrossFit community, including those competing at the Games and those cheering them on in the stands, in a unique and fun way, Reebok is celebrating this love of bacon by delivering “Reebok Bacon” to the community. In sticking with Paleo recommendations, “Reebok Bacon” is uncured and contains no nitrates, preservatives, msg or sweeteners. Packaging in dry ice will keep the bacon refrigerated until recipients throw it in the skillet. Beyond sending packages directly to athletes and others in the community, Reebok will have a physical presence at the 2014 Reebok CrossFit Games with its very own Reebok Bacon Box—a food truck handing out bacon-based menu items to CrossFit Games attendees. There will even be a secret menu that Reebok pushes out each day of the Games on its social networks. When attendees order the secret menu item, they’ll receive a special prize that they can redeem on site.

Advertising Agency: Venables Bell & Partners, USA
Executive Creative Directors: Paul Venables, Will McGinness
Creative Director: Erich Pfeifer
Associate Creative Director: Eric Boyd
Design Director: Cris Logan
Art Director: Byron Del Rosario
Copywriter: Meredith Karr
Designers: Michael Sison, Jarett Carr
Interactive Designer: Jarrett Carr
Head of Strategy: Michael Davidson
Brand Strategist: Jake Bayham
Technical Director: Lucas Shuman
Production House: Freestyle MKG, MKG
Director of Integrated Production: Craig Allen, Manjula Nadkarni
Experiential Producer: Natalie Stone
Production Coordinator: Megan Wasserman
Digital Producer: Ashley Smith
Account Manager: Ashton Atlas
Project Managers: Daniela Contreras, Shannon Duncan

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1 comment

sacrilegend's picture
sacrilegend
1998 pencils

Nahhh.

Edit to at least be constructive: This seems not like it's targeting its audience, but pandering to it. It's also quite a big stretch — bacon for the Crossfit-centric community. It's all just too easy without ever managing to be very creative. Like watching a Reddit post being brought to life.

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