Subway station is a frequently visited place of public everyday. People with their eyes glued to their cell-phone these days but that day 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.