Nike Unlimited Stadium BBH Singapore für Nike

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Nike Unlimited Stadium

In die Sammlung hinzufügen
Notiz hinzufügen
Branche Sportschuhe
Medien Außenwerbung, Plakatwände, Plakate, Transport, Umgebung, Digital
Markt Singapur
Agentur BBH Singapore
Executive Creative Director Scott Mcclelland
Creative Director Aste Gutierrez
Art Director Matteo Catanese
Copywriter Aste Gutierrez
Designer Ryotaro Nakano
Produktionsagentur Birdman
Produktionsagentur Party New York
Produktionsagentur Tower of Doom
Veröffentlicht September 2016

Belohnungen

Cannes Lions 2017
Design Brand Environment & Experience Design: Retail - Temporary & Pop-Up Environment & Experience Design Gold Lion
Cyber Branded Tech: Spatial Tech Gold Lion
Design Brand Environment & Experience Design: Spatial Brand Installation & Experience Silver Lion
Cyber Branded Tech: Digital Billboard Silver Lion
Promo And Activation Sectors: Durable Consumer Goods Bronze Lion
Promo And Activation Use of Promo: Experience: Exhibitions / Installations Bronze Lion
Promo And Activation Use of Promo: Mediums: Use of Ambient Media: Large Scale Bronze Lion
Promo And Activation Use of Promo: Mediums: Use of Technology Bronze Lion

Kredite und Beschreibung

Advertiser: Nike
Media: Events
Brand: Nike
Country: Singapore
Campaign: Nike Unlimited Stadium
Agency: Bbh Asia Pacific
Agency city: Singapore
Creative Director: Aste Gutierrez
Copywriter: Aste Gutierrez
Art Director: Matteo Catanese
Creative technologist: Zac Ong
Business Director: Sid Tuli
Account Manager: Cheryl Cheong
Production Company Producer: Samantha Dalton
Operations Director: Lesley Chelvan
Studio Manager: Eddie Jackson
Studio Artist: Siew Wan Kew
Executive Creative Director: Scott Mcclelland
Managing Partner: David Webster
Production Company: Party Ny
Production Company: Birdman
Production Company: Tower of Doom
Production Creative Director: Masashi Kawamura
Production Art Director: Hisayoshi Hayashi
Technical Supervisor: Qanta Shimizu
Project Manager: Mandy Wang
Project Manager: Sachie Aihara
Interactive Director: Roy Ryo Tsukiji
Visual Producer: Akane Inada
Programmer: Yoshei Kajiwara
Technical Director: Takeru Kobayashi
Technical Director: Yohei Kajiwara
Interactive Director: Yoichi Kanazawa
Programmer: Ryusuke Izumida
Programmer: Takahisa Maeda
Programmer: Takumi Saito
Designer: Ryotaro Nakano
Description:
The Lunar Epic's footprint contains Nike's foremost running innovations.
We launched it with an equally innovative footprint : The Unlimited Stadium.
A full-sized LED running track that brings to life the saying that "An athlete's greatest competition will always be himself." Race against an avatar of yourself, pacers, Nike athletes, national records, as well as training programs corresponding to the eight fundamental training runs. It keeps track of your progress and gives lap-by-lap feedback, and contains an incline to challenge you at every round.
Campaign Description:
It takes runners data—lap time, speed, lap count, etc—and turns it into an digital avatar displayed onscreen that you can actually run against, and train with. Avatars are best in this case, because as actual runners told us, while you can run against track lights, or even drones, nothing simulates actual competition as much as an actual antropomorphic representation of you.This core experience was the foundation for the entire structure which became the world's first full-size LED Running Track, and the world's most innovative training environment.
Media Strategy:
Runners run a lap. During that first lap, RFID sensors on your shoe track all the data necessary, and then display it in an avatar which starts running beside you on the LED screens. From there, we built an experience where you are always trying to better your best.
Synopsis:
We were launching the Lunar Epic Mid, a distance running shoe. It was more than a shoe. It was a manifestation of Nike's most advanced innovation, and took running forward. We believed that it was only fitting to create something that took running forward in the same measure.
Strategy:
When it comes to training, Data is invaluable. It is the most accurate way to find if you are improving or not, and at its most granular, will show you where you need to get better.However, we wanted to go further. We wondered : what if you could see and react to data live, in real time? And what if it was represented not as numbers, but as the most accurate possible representation of you?
Relevancy:
Through the creative use of data, we were able to bring the mantra "You VS You" to life.It takes runners data—lap time, speed, lap count, etc—and turns it into an digital avatar displayed onscreen that you can actually run against, and train with. This core experience was the foundation for the entire structure which became the world's first full-size LED Running Track, and the world's most innovative training environment.
Outcome:
More than
000 runners trained at the location, during the Olympic season.