We were allowed a great degree of freedom with this brief, the only sticking points were that we had to improve a campaign that had garnered backlash, for an existing brand, to tackle a social issue in the UK. We had the optional challenge of making the campaign a collaboration between two brands. I opted to create a joint venture between Reebok and C.A.L.M. I chose Reebok for their 2014 "Cheat on your girlfriend not your workout" controversy. They are historically an inclusive brand, making products for the women's market at a time Nike refused to do so in case it ruined their 'serious image'. My campaign would be to combat poor mental health with exercise, combining Reebok and C.A.L.M's branding in an authentic way to convince viewers.