Nike Digital FuelBand, 7 by R/GA New York

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FuelBand, 7

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Industry Sportswear, Athletic Footwear & Accessories
Media Digital, Interactive & Mobile
Market United States
Agency R/GA New York
Creative Director Cesar Marchetti
Art Director Ray Sison
Released May 2012


London International Awards 2012
Non-Traditional - Grand LIA
Non-Traditional Sports Gold Winner

Credits & Description

Entrant: R/GA, New York
Nike - "Nike+ FuelBand"
Corporate Name of Client: Nike
Agency: R/GA, New York
Global Chief Creative Officer: Bob Greenberg
Chief Creative Officer: Nick Law
Executive Creative Directors: Tara Greer/Noel Billig/ Wade Convay
VP Managing Director: Jennifer Allen
VP Product Design: Ian Spalter
VP Technology/Strategy: Nick Coronges
Creative Director: Cesar Marchetti
Digital Studio: Can Misirlioglu/Mark Voelpel/ Kirill Yeretsky
Experience Design: Gaurabh Mathure/Ayca Akin
Copywriters: Evan Maranca/Keith Byrne
Art Director: Ray Sison
Technical Director: Sune Kaae
Visual Designers: Melissa Frost/Ellen Pai/ Noelle Newbold
Senior Software Engineers: Fernando Mazzon/ Niall McCormack
Software Engineers: Pablo Bergez/Justin Blinder
Senior Software Engineer/Solutions Architect: Robert Carlsen
Technology Team Lead/Solutions Architect: Chris Thorwarth/Elad Katz
Technical Team Leader: Daniel Katz
Agency Producers: Alan Donnelly/Mike Klimkewicz/ Avery Holden
Senior Quality Assurance Engineer: Karen Molye
Quality Assurance: Leslie Chong/Brian Addison
Description of the Project
Two years ago, Nike came to us to realize an idea: a device that tracks your daily activity and a common, universal metric called Fuel for every active body out there. They asked us to design the entire user experience. We ensured ease of use: set your goal, and get from red to green. If you meet your goal, animations celebrate your performance. Hit a streak and Fuelie shows up to cheer you on. Data visualizations show where you were most active daily, weekly, monthly, and beyond. We created Bluetooth synch technology so when you finish your day, your Fuel is wireless synced to the platform. NikeFuel levels the playing field, and fits into your life. #Counts