Nike: My Sole Story [image]

Credits & Description:

Title: My Sole Story
Agency: Akqa
Brand: Nike Greater China
Country: China
Entrant Company: Akqa, Shanghai
Advertising Agency: Akqa, Shanghai
Production Company: Akqa, Shanghai
Executive Creative Director: Eric Cruz (Akqa)
Associate Creative Director: Derek Lui (Akqa)
Senior Art Director: Joshua Lim (Akqa)
Senior Art Director: Dominic Tang (Akqa)
Copywriter: Nana Shao (Akqa)
Designer: Chen Chen (Akqa)
Project Manager: Pete Gibson (Akqa)
Technical Director: Neil Nand (Akqa)
Senior Creative Developer: Ethan Chiu (Akqa)
Client Partner: Stefan Hawes (Akqa)
Senior Account Director: Xu Zi (Akqa)
Account Manager: Charlene Zhou (Akqa)
Strategic Planning Director: David Buckley (Akqa)
Illustrator: Driv Loo (Driv Loo)
Illustrator: Stephen Lau (Stephen Lau)
Illustrator: Teh Lian Siah (Teh Lian Siah)
Animation: Fnlprjct (Fnlprjct)
Animation: Tan Shi Bin (Fnlprjct)
Animation: Jim Chuah (Fnlprjct)
Animation: Wuzheng Sim (Fnlprjct)
Animation: Kenix Ho (Fnlprjct)
Animation: Yong Chen Kuan (Fnlprjct)
Animation: Chen Tzer Ming (Fnlprjct)
Animation: Chow Chin Sien (Fnlprjct)
Animation: Edward Yap (Akqa)
Music: The Rec Room (The Rec Room)
Execution:
At the moment of victory, Nike wanted to remind Shanghai Marathon runners that this was more than a race. More than months of training. More than a commitment made to yourself months ago. You ran your own story.The emotional journey of a marathon racer was found within their Nike+ data. The miles and minutes logged from training to their victory was shaped into a story, broken into 13 key moments. Nike surprised them with this personalized story at the finish line.Racers scanned a QR code at the Shanghai Marathon finish line to personalize My Sole Story. The site combined animation with Nike+ data points, including their miles trained day and night, their finish time, as well as a photo celebrating victory with their shoes. All packaged into a digital experience that was shareable to their friends on WeChat, China’s biggest social network.30,000RACERS RELIVED THEIR RUN
500FILMS CREATED IN 24 HOURS8.3%CONVERSION RATE+20%VS AVG NIKE ACTIVATIONMy Sole Story lives on as a storytelling platform for future races around China.
Campaign Description:
My Sole Story, an H5 mobile film powered by your Nike+ data, retracing every stage of emotion throughout your running journey, all told from the sole of your shoes.