NIKE IMMORTALISE THE MOMENT by R/GA London for Nike

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NIKE IMMORTALISE THE MOMENT

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Industry Sportswear, Athletic Footwear & Accessories
Media Promo & PR
Market United Kingdom
Agency R/GA London
Producer James Marshall
Released May 2013

Credits & Description

Advertiser: NIKE
Agency: R/GA
Category: Interactive
Advertising campaign: NIKE IMMORTALISE THE MOMENT
ACD/Visual: Ricardo Amorim (R/GA London)
Visual Designer: Simone Maletta (R/GA London)
Senior Experience Designer: Stuart Tayler (R/GA London)
Senior Open Standards Developer: Benoit Grelard (R/GA London)
VP/ECD: James Temple (R/GA London)
Open Standards Developer: Mustafa Demirkent (R/GA London)
Producer: James Marshall (R/GA London)
Senior Visual Designer: Jose Sebastian (R/GA London)
Technical Director: Phil Hawksworth (R/GA London)

Outcome
Tourists were not only drawn into the London Nike store, they walked out as brand ambassadors. And by using Olympic social chatter on Twitter as part of their products, Nike became even more a part of the conversation.

Client Brief Or Objective
Nike needed an exciting way to attract tourists to their new London store during the Olympics. The brief was based on an upgrade to the Nike iD Studio space and was aimed at introducing a customization service through data visualization powered by social activity.· Create unique products which are a snapshot in time and unique to the Nike FuelStation ID Studio at Boxpark.· Leverage the social opportunity of the Olympics.· Continue to innovate with the Nike Boxpark Retail Experience.

Implementation
Nike Immortalise the Moment was a live data visualization retail experience which allowed consumers to create their own unique custom graphic using real-time volumes of social data during the London Olympics. It was then printed onto a t-shirt in store for them to take away.

Relevancy
There was a huge amount of twitter activity around the Olympics and its athletes. We saw an opportunity to bridge the digital and physical by connecting sporting moments to apparel via NIKEiD studio’s infrastructure.Nike’s current campaign,'Make it Count', emphasizes making the most of every moment of physical activity. 'Immortalize the Moment' reminded fans that every moment of the Olympics counts.