Nike Promo, Case study WRITE THE FUTURE by Daiko Tokyo, Wieden + Kennedy Tokyo

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WRITE THE FUTURE

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Industry Sportswear, Athletic Footwear & Accessories
Media Promo & PR, Case study
Market Japan
Agency Daiko Tokyo
Producer San Takashima
Agency Wieden + Kennedy Tokyo
Executive Creative Director Frank Hahn, Naoki Ito
Creative Director Hiroshi Kuyama
Art Director Naoki Ga
Released May 2010

Credits & Description

Category: Best Consumer Engagement
Advertiser: NIKE
Product/Service: NIKE FOOTWEAR
Agency: WIEDEN+KENNEDY TOKYO
Agency: DAIKO ADVERTISING
Date of First Appearance: May 22 2010
Entrant Company: WIEDEN+KENNEDY TOKYO, JAPAN
Executive Creative Director: Frank Hahn (Wieden+Kennedy)
Executive Creative Director: Naoki Ito
Creative Director: Hiroshi Kuyama (Wieden+Kennedy)
Art Director: Naoki Ga (Wieden+Kennedy)
Copywriter/Art Director: Takayuki Rokutan (Wieden+Kennedy)
Producer: San Takashima (Wieden+Kennedy)
Account: Shig Seng (Wieden+Kennedy)
Account: Kohei Adachi (Wieden+Kennedy)
Account Supervisor: (Wieden+Kennedy)
Media placement: TV Campaign - TBA - 2010/5/22

Insights, Strategy & the Idea
Objective: How to ignite a hyper-connected Japanese audience and make them participate in an online offline experience around the global NIKE football campaign ‘Write The Future’.
Insight: Inspired by the print executions of this global campaign - showing Nike’s key athletes in their signature move as sculpture - we picked Japanese star defender Tanaka Marcus Tulio as the hero of this interactive campaign and created a life size statue of him.

Creative Execution
We placed the sculpture in the middle of the NIKE Harajuku flagship store in Tokyo. Next, we encouraged people to tweet their messages of support using a custom Japanese hashtag. These messages were then carved into the statue by a robot in real time, 24 hours a day. Four static cameras captured the carving and messages, and live-streamed the action on the ‘Write The Future’ campaign site. In addition to the real sculpture in the Harajuku store we also visualized the messages on a 3D Tulio model, displaying the names and profile images of the users.

Results and Effectiveness
As a result of the campaign, the number of visitors to the "Write the Future" website increased four times. Also, traffic of customers into the store increased 30% while the statue was inside.