Nike: #WINAGAINSTTHEELEMENTS#

Credits & Description:

Type of entry: Mobile Websites And Web Apps

Category: Social Media

Advertiser: NIKE CHINA

Product/Service: NIKE RUNNING

Agency: AKQA Shanghai, CHINA

Account Servicing: Jason Wang/Yuki Chen (AKQA)

User Experience Designer: Angela Huang (AKQA)

Associate Art Director: John Xiao (AKQA)

Animator/Special Effects: Kim Jerbo (AKQA)

Interactive Designers: Bruce Ji/Joel Godfrey (AKQA)

Agency Producer: Joe Cai (AKQA)

Art Directors: Johan Vakidis/Tea Qiu/Elyn Dong (AKQA)

Copywriter: Jimmy Chen (AKQA)

Creative Directors: Johan Vakidis/Kelly Woh (AKQA)

Executive Creative Director: Johan Vakidis (AKQA)

Brief Explanation

Running to beat the elements - Dark, Snow, Rain, Cold.

Running in China as a sport is in its infancy. With the launch of the Nike new winter line of Hyper Products, Nike wanted to get kids running against the elements. These runs were validated by using Nike+ Running mobile application and sharing runs with the hashtag #winagainsttheelements#. The game merging online and offline lived on a social application on Weibo, China's biggest micro-blogging platform which holds Nike's running community. This activity rewarded runners with badges and increased active running and using Nike+ Running by 20%, a combined 44,528 km total.