Be More Human
The Work

Be More Human campaign wins big at the Super Bowl.


Reebok went into 2015 on a mission: Own crossfit. WLS built the award-winning site, which challenged users to find their Human Score, Break Themselves, and ultimately “Be More Human.” The brand rose from the ashes like a Phoenix, with a 1300% increase in brand-awareness and a 250% rise in sales.
W O R K
FREAK SHOW 1:18
F R E A K
Reebok
1/7
Be More Human. Reebok’s BMH experience was created utilizing three distinct challenges. Each was custom built, starting with the Human Score test, comprehending brain activity with Gray Matter, and a social media movement with Break Your Selfie.
Reebok
Reebok
Reebok
Brainwaves & Gray Matter. One of the highlights for our team was the opportunity to work with scientists and psychologists to build an interactive 3DJS model of the human brain, mapping activity levels for everything from walking to dancing to cross-fit.
Reebok
H U M A N
HUMAN SCORE 3:43
S C O R E
Reebok
Reebok
The Human Score. A key accomplishment of the entire experience was our ability to determine just how human every individual is. One part Turing test, and one part Jeopardy, we totally did it. Humanity may never be the same.
Reebok
Reebok
Reebok