CreativityTweet This Hashtag in NYC, and Reebok Could Run a Pair of Sneakers Over to YouFloor-to-door service is yoursBy David Gianatasio|August 28, 2014 ShareBy David Gianatasio|August 28, 2014 Share Starting today, New Yorkers who tweet their shoe size and address with the hashtag #ReebokHDS could get a visit from the brand's Human Dispatch Service. The team of runners will personally rush pairs of Reebok's new ZJet sneakers to people at home or at work. Venables Bell & Partners devised the stunt, which, according to Reebok, "brings the ZJet concept to life" by demonstrating how the shoe—which features air channels for maximum cushioning—"propels the runner forward with the power of air." It's a fun idea that harkens back to a bygone era of personal service, at a time when many advertising stunts strive to confuse and frighten consumers to generate viral videos. This is the client's second creative promotion this summer, following its July CrossFit Games tie-in from VB&P that saw Reebok send bacon to athletes abiding by Paleo diets. The HDS team won't be delivering any savory pork products, but the focus on shoes gives the ZJet stunt some steak to go with the sizzle. CREDITS Client: Reebok Brand: ZJet Executive Creative Directors: Paul Venables, Will McGinness Creative Director: Erich Pfeifer Associate Creative Director: Eric Boyd Design Director: Cris Logan Art Directors: Sean Flores, Rich North, Matt Miller Copywriters: Nate Gagnon, Craig Ross, Matt Keats Designer: Jarrett Carr Head of Strategy: Michael Davidson Communications Strategy Director: Beatrice Liang Brand Strategist: Jake Bayham Experiential Production House: Mkg Production House: Fertl Director: Jordan Bloch Director of Photography: Derrick Monks Line Producer: Mikyo Clark Editing Company: Fertl Editor: Derrick Monks Sound Design: Richard Devine Music: Marmoset Music Mix: M Squared Director of Integrated Production: Craig Allen Director of Interactive Production: Manjula Nadkarni Experiential, Broadcast Producer: Nalina Baratz Production Coordinator: Megan Wasserman Digital Producer: Marc Mclean Account Manager: Ashton Atlas Project Managers: Daniela Contreras, Shannon Duncan Adweek Adweek