Brief: To launch the Nike LunarGlide+ 4 shoe in Japan, we wanted to illustrate the product benefit of helping one ‘run longer.’
Solution: We created Nike RUN Like ME, a unique interactive activation that merged Facebook, Nike+ and real world running. It was asocial running experiment where a real runner, Joseph Tame, would run 10 more meters every time the campaign’s Facebook Like button was pressed. Nike+ GPS was used to track each run along the way. The routes ran created live GPS art using the streets of Tokyo. The morepeople engaged on RUN Like ME, the more he ran, the more interesting his ran became and the more people talked about it.
Result: The campaign went beyond Facebook and to the streets where our runner met his fans, receiving both online and offline support for his efforts. News of his running was also picked up by Japan’s number one morning news program. In 30 days, our runner ran an unbelievable 42,000 meters and proved that the Nike LunarGlide+ 4 really does make you run longer.
What happens when you park the new, not yet launched, Opel ADAM in central Copenhagen on a dark evening – and make it come to life? We tried and ended up giving unsuspecting bar guests and people passing by something they had not seen coming. Opel ADAM is the most individual city car in the world, with more than 60.000 exterior and 80.000 interior combinations.
The business card that tells you when to call. This card is printed on special pool pH paper. Prospective clients can dip the card into their pool’s water to test its balance level. The business card then changes colour to indicate whether or not they should call the phone number on the other side of the card.
Advertising Agency: doug & serge, Toronto, Canada
Chief Creative Officer: Doug Robinson
Creative Director: Ian Schwey
Associate Creative Director: Jason Buback
Associate Creative Director / Art Director: Mike Jones
The world is becoming one big WiFi zone. It’s available in bars, restaurants, trains, airports, supermarkets.. There’s even WiFi on Mount Everest. Result? People are constantly online. Time for a break. So we created a Free No-WiFi Zone. In a radius of 5 meters, we blocked all signals so people could escape e-mails, updates, tags or likes. Instead, they could enjoy a good old newspaper or a hardcover book. Some even had a real conversation. Whilst eating a Kit Kat of course.
Advertising Agency: JWT Amsterdam, the Netherlands
Advertising Agency: Almacén, Buenos Aires, Argentina Co-Chairmans: Daniel Onorato, Caio Lucini Creative Directors: Walter Onorato, Diego Duprat Art Director: Walter Onorato Copywriter: Diego Duprat Senior Designer: Sergio Gorin Agency Producer: Diego Schapira Director of Photography: Matias Mesa Music: Mono
