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In 2002, Reebok launched a successful TV campaign ‘Escape the Sofa’ featuring a couch potato character fighting his sofa as he decides to go down to the gym. The campaign concept was from advertising agency Lowe.


Online became the key channel to activate and extend this idea with banners, games and micro-sites driving people to enter a competition, giving away the actual sofa used in the advert and other Reebok fitness prizes.


Role and responsibilities: Group Creative Director

Awards: BIMA

Zentropy Partners 2002

02 - Reebok Sofa Project
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