Nike+: Human Race

Credits:

Type of Entry: Use of Media
Category: Best Use of Special Events and Stunt/Live Advertising
Title: HUMAN RACE
Advertiser/Client: NIKE
Product/Service: NIKE+
Entrant Company: R/GA New York, USA
Advertising Agency: R/GA New York, USA
Creative Credits
Name Company Position
Nick Law R/GA Chief Creative Officer/North America
Nick Coronges R/GA Executive Technical Director
Robert Rasmussen R/GA Executive Creative Director
Cesar Marchetti R/GA Senior Visual Designer
Masha Ioveva R/GA Senior Interaction Designer
Donald Oliver R/GA Senior Producer
Thomas Chan R/GA Technology Team Lead/Solutions Architect
Jim Hord R/GA Creative Director
Natalie Lam R/GA Creative Director
Lee Walling R/GA Presentation Code Developer
Nauman Hafiz R/GA Senior Quality Assurance Analyst
Michael Mosley R/GA Senior Flash Developer/Solutions Architect
Jill Nussbaum R/GA Executive Creative Director
Wade Convay R/GA Associate Creative Director
James Kuo R/GA Senior Producer
Jordana Reim R/GA Producer
Josh Balik R/GA Senior Flash Developer
Vincent Dibartolo R/GA Senior Software Engineer
Can Misirlioglu R/GA Creative Director/Digital Studio
Heidi Miller R/GA Associate Director/Analytics
Details
Results and Effectiveness:
Please see Confidential Information
Creative Execution:
The Nike+ Human Race 10K was the largest one-day running event in history, and the next evolution of the award-winning product, Nike+. Runners around the globe came together, both physically and virtually, to challenge and inspire each other. As Nike’s lead digital agency, we connected people to the race in the digital space and beyond. We created a digital platform which included registration, race and concert information. We developed tools to let users find and challenge other runners; utilities that helped people raise money for charity; media players with access to proprietary music mixes; video content featuring athletes and artists, housed on its own YouTube channel. And on race day, we made results available as they came in. Working with partner agencies, we also created concepts for on-site experiences like video booths and off-line ideas such as a commemorative book in which users could submit photos of their experience.
Insights, Strategy and the Idea:
In the unifying spirit of the Beijing Olympics, Nike wanted to create a historic event that would bring the entire world together, inspiring its active community of avid runners as well as inviting new runners to the sport. To do so, Nike developed something that was appealing to both audiences—something that current runners would find challenging and engaging but which would be approachable enough for new runners. The Nike+ platform connected runners worldwide and made the Nike+ Human Race 10K a reality.