BID YOUR SWEAT by J. Walter Thompson Mexico for Nike

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BID YOUR SWEAT

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Industry Sportswear, Athletic Footwear & Accessories
Media Film, Digital, Interactive & Mobile, Direct marketing
Market Mexico
Agency J. Walter Thompson Mexico
Executive Creative Director Daniel Granatta, Enrique Codesido
Creative Director Eduardo Salles
Art Director Edgar De La Cruz, Gustavo Bosque, Cristian Cañibe
Copywriter Leticia Arreola
Account Supervisor Rodrigo Arteaga
Released June 2012

Awards

Cannes Lions 2012
Promo and Activation Lions Durable Goods Silver
Direct Lions Other Consumer Products (including Durable Goods) Silver
Titanium and Integrated Lions Titanium and Integrated Bronze

Credits & Description

Type of entry: Product & Service
Category: Other Consumer Products (including Durable Goods)
Advertiser: NIKE
Product/Service: NIKE +
Agency: JWT MEXICO Mexico City, MEXICO
Advertiser NIKE
Product NIKE +
Entrant JWT MEXICO Mexico City, MEXICO
Type of Entry: Product & Service
Category: Other Consumer Products (including Durable Goods)
Title: BID YOUR SWEAT
Advertiser/Client: NIKE
Product/Service: NIKE +
Entrant Company: JWT MEXICO Mexico City, MEXICO
DM/Advertising Agency: JWT MEXICO Mexico City, MEXICO
Chief Creative Officer: Manuel Techera (JWT Mexico)
Executive Creative Director: Enrique Codesido (JWT Mexico)
Executive Creative Director: Daniel Granatta (JWT Mexico)
Creative Director: Eduardo Salles (JWT Mexico)
Technology Director: Jorge Camacho (JWT Mexico)
Art Director: Edgar de la Cruz (JWT Mexico)
Art Director: Gustavo Bosque (JWT Mexico)
Art Director: Cristian Cañibe (JWT Mexico)
Animator: Adrian Castaneda (JWT Mexico)
Animator: Pavel Mendez (JWT Mexico)
Copywriter: Leticia Arreola (JWT Mexico)
Production Director: Alfonso Guerrero (JWT Mexico)
Account Supervisor: Rodrigo Arteaga (JWT Mexico)
Production House: MDI Digital Media Studio (Freelance)
Describe the brief from the client
The objective was to do a promotion in which users would get involved using Nike products, social networks and sports activities.

Creative Execution

This was most relevant mainly because the way to bid for products was by using Nike+ and running. No money involved.


Describe the creative solution to the brief/objective.

#makeitcount is Nike's current global campaign. In order to demonstrate that it does count, we created the first Nike auction site. In this site, you'd find exclusive Nike products, but the only way to bid for them is by accumulating Nike Plus Kilometres.


Describe the results in as much detail as possible.

After 2 weeks:
1,344km bid (equivalent to running across Italy, North to South).
A pair of Nike Free was 'sold' at 332km (equivalent to running from London tu Paris).
Over 25,000 people visited the auction site.
10,000 hardcore runners reached.
Organic search of the 'Bid your sweat' concept got 32,400 search results within the first 2 weeks.