REEBOK x CIRQUE DU SOLEIL — JUKARI FIT TO FLY

Reebok and Cirque du Soleil had created a new gym workout built on one idea: fitness should be fun again. For its Madrid launch, U LA LA ran the event for Reebok and M&C Saatchi, making that feeling real for the press rather than just explaining it.

The day opened with a breakout session for the press with Bar Refaeli. In the afternoon, we shot a campaign with Bar on the roof terrace of the Círculo de Bellas Artes, photographed by Rankin, while the European press took the workout at Reebok Sports Club Madrid. Two stories ran in parallel, so the launch was experienced as a campaign and a class on the same day.