Tweet This Hashtag in NYC, and Reebok Could Run a Pair of Sneakers Over to You

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