If you thought bacon was merely the provenance of artisanal hipsters and long past the food du jour, the fellows at Venables Bell & Partners, USA found a new way for client Reebok to reach pig heaven.
Since we tend to eat our bacon more for fun and less for sport, we were intrigued to learn that bacon is also a key snack for those on the Paleo Diet, which counts hardcore members of the CrossFit community as disciples. We all know how great bacon tastes, but did you know CrossFit types post bacon-inspired selfies and memes touting its salty goodness as they put themselves through punishing workouts?
In honor of the impending CrossFit Games, Reebok thought it would be a fun idea to serve up some “Reebok Bacon” to the cult of CrossFit and the fans that cheer them on in the stands.
The bespoke bacon is uncured and contains nothing toxic like nitrates or preservatives in accordance with CrossFit code. It will be packed in dry ice to keep it fresh for later consumption, and the 2014 Reebok CrossFit Games will feature the Reebok Bacon box, a food truck handing out (you guessed it) bacon-filled deliciousness to those in attendance. For the bacon obsessed, there will be a secret item that attendees can track on social media and order in person at the truck, where they’ll receive a prize redeemable on the site. Thumbs up for combining two disparate parties: a hot fitness trend and our favorite fatty food.
Like the box says, we believe in bacon. (Always have).
CLIENT NAME: Reebok
BRAND: Crossfit Community Activation
NAME OF AD: Bacon Box
EXECUTIVE CREATIVE DIRECTOR: Paul Venables and Will McGinness
CREATIVE DIRECTOR: Erich Pfeifer
ASSOCIATE CREATIVE DIRECTOR: Eric Boyd
DESIGN DIRECTOR: Cris Logan
LEAD DESIGNER: Michael Sison
COPYWRITER: Meredith Karr
DESIGNER: Jarett Carr
HEAD OF STRATEGY: Michael Davidson
BRAND STRATEGIST: Jake Bayham
TECHNICAL DIRECTOR: Lucas Shuman
PRODUCTION HOUSE: Freestyle MKTG
DIRECTOR OF INTEGRATED PRODUCTION: Craig Allen
DIRECTOR OF INTERACTIVE PRODUCTION: Manjula Nadkarni
EXPERIENTIAL PRODUCER: Natalie Stone
PRODUCTION COORDINATOR: Megan Wasserman
DIGITAL PRODUCER: Ashley Smith
PROJECT MANAGER: Daniela Contreras, Shannon Duncan