Zig The Runway
Celebrities hack doorbell cams with unexpected fashion shows for Reebok, captured ding-dong-ditch style.
Project Overview
The Brief
Get noticed by an audience that's overexposed to sneaker drops, using unconventional media to impact culture with the all new Zig Kinetica.
Through a series of one-shot stunts, we gathered a team of celebs and influencers to create an ecosystem of content built around punk-rock fashion shows. Each spot had a different idea that could bring the personality of the celebrities out, finding unconventional ways to impact culture. These at-home security cameras offer an untapped media opportunity to highlight iconic Zig colorways, bring the energy of the design to life and build on the Sport the Unexpected platform to drive interest and sales for the Zig’s release.
Our Approach
Our team set to work quickly prepping four spots across two continents.
We tapped "Stranger Things" star Noah Schnapp, Cardi B, Shaq and Conor McGregor to supercharge our global launch. This meant casting, locations, art, wardrobe and logistics were all sorted out simultaneously across 4 cities. Every spot extended the #ZigTheRunway campaign with unique touches to maximize their personalities, their swagger, and their fans — ensuring our Zig content resonated on their feeds.
Kinetic Results
From Cardi to Connor, no doorbell was safe.
Wildlife directors Jake and Scott Friedman came through with a unique and vibrant campaign embracing the unusual medium of CCTV to turn in a star-studded collection of content.
We racked up 14M+ views on Instagram and other digital channels while driving headlines in Rolling Stone, Billboard and more. Needless to say, they never saw us coming.
Hashtag The Runway
Each of the videos follow the same core format — a quiet neighborhood suddenly disrupted by a flow of people performing an unexpected runway walk toward the front door.
A mix of outfits, props and themes keep each spot fresh, climaxing with with our celebrity talent presenting the Zig — then mic-dropping it to make way for a custom reveal of the #ZigTheRunway campaign hashtag.
Watching
IG Views
Talking
PR Impressions
Talking
Unique Articles
Buying
Increase on Projections
Credits
The crew with Zigs on the ground.
Zig The Runway
- DirectorsJake Friedman, Scott Friedman
- Director of PhotographyMartin Moody
- Integrated ProducerThomas Guindon
- Executive ProducerBrandon Del Nero
- Line ProducerRoss Kelly
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