Reebok: ComplexCon 2019

Creative Direction • Art Direction • Concept

AWARD
Gold Winner in the 2020 Ex Awards by Event Marketer

THE ASK
Create a splash for Reebok at ComplexCon’s 2019 Chicago event, building off the wild success of Reebok’s 2018 ComplexCon experience in Long Beach, CA.

THE SOLVE
Capitalizing on the retro trends popular with this age group, we created Shoot-to-Win!, a ’90s-inspired Reebok street carnival. The 40×30 consumer activation was literally the centerpiece of the ComplexCon Chicago event. Over the course of two days, consumers cued up around the entire booth for an opportunity to be part of the Reebok Shoot-to-win experience and shop exclusive merchandise.

In keeping with the ’90s retro-style creative concept, we deliberately made it a technology-free experience. And the message resonated. More than 74 percent of attendees actively participated in the Shoot-to-Win!, and attendees spent an average of 12 minutes in the booth, above and beyond the goal of two minutes.