Physical challenge: Reebok’s ode to exercise

Reebok is a big player in the Cross Fit business. And its latest campaign, its biggest in a decade, attempts to show the benefits of exercise by showing that it’s not about being a better tyre flipper, people carrier or rope climber, it’s about being a better human. 

It’s also offering three interactive elements: The Human test, Break Your Selfie and Gray Matters. 

According to PSFK, the Human Test “puts a numeric value on one’s ‘humanness,’ and is strategically designed by scientist David McRaney”. 

McRaney called upon the average person to help define what it means to be human and gathered varying responses about generosity, humor, resilience, discipline and more. The test asks questions in a five-part series of questions aggregated from the collective data, from the type of guest you might mingle with at a party to trending news headlines that catch your eye. Participants will receive a percentage score from 1-100 on their own human value.