Nike DM FREE FACE by Wieden + Kennedy Tokyo

FREE FACE
The Direct marketing titled FREE FACE was done by Wieden + Kennedy Tokyo advertising agency for Nike in Japan. It was released in Feb 2013.
Advertising campaign for Nike

Nike: FREE FACE

Brand
Nike
Media
DM
Released
February 2013
Posted
February 2013
Market
Japan
Industry
Sportswear, Athletic Footwear & Accessories
Agency
Wieden + Kennedy Tokyo
Associate Creative Director
Naoki Ga
Executive Creative Director
Tota Hasegawa
Creative Director
Caleb Jensen Eric Fensler
Account Supervisor
Kohei Adachi

Credits & Description:

Advertiser: NIKE JAPAN
Agency: WIEDEN+KENNEDY TOKYO
Category: Social Media & Viral Marketing
Creative Director: Caleb Jensen (Wieden/Kennedy Tokyo)
Account Director: Hirotaka Kuki (Wieden/Kennedy Tokyo)
Copywriters: Andrew Miller (Wieden/Kennedy Tokyo)
Art Director/Designer: Masanori Sakamoto (Deltro)
Associate Creative Director: Naoki Ga (Wieden/Kennedy Tokyo)
CG Designer: Hiroshi Takeyama (Taiyo Kikaku)
Markup Engineer: Shogo Yano (Deltro)
CG Director: Toru Hayai (Taiyo Kikaku)
Executive Creative Director: Tota Hasegawa (Wieden/Kennedy Tokyo)
Programmers: Tsuyoshi Tanaka (Root Communications)
Programmers: Masatoshi Fujiyama (Root Communications)
CG Producer: Keisuke Nishina (Taiyo Kikaku)
Interactive Director/Flash Developer: Ken Murayama (Deltro)
Account Supervisor: Kohei Adachi (Wieden/Kennedy Tokyo)
Copywriters: Konosuke Kamitani (Wieden/Kennedy Tokyo)
Assistant Account Executive: Shinya Kamata (Wieden/Kennedy Tokyo)
CG Designer: Singh Miyahara (Taiyo Kikaku)
CG Designer: Takashi Yasuno (Taiyo Kikaku)
Technical Director: Toru Terashima (Root Communications)
Project Manager: Reiko Kawaguchi (Root Communications)
Technical Creative Director: Seiichi Saito (Rhizomatiks)
CG Designer: Yasuhiro Sato (Taiyo Kikaku)

Outcome
The campaign lasted for 6 weeks, and was viewed over 425,000 times. Over 2,000 Free Faces were created. The page received over 3,000 Likes, 1,623 Retweets and resulted in selling many custom pairs of Nike Free Run+ shoes on NikeiD via the campaign site.

Execution
When people pick up the Nike Free for the first time in the store, they often bend or twist the shoe to test its flexibility. This is an excellent way to understand the benefit of increased overall foot strength by using rarely used muscles. However our brief included an e-commerce component, so we used an online experience to communicate the benefit and used social media to help spread and, and finally drive sales via NikeiD.

Client Brief Or Objective
Our challenge was to communicate the physical benefit of improved foot strength provided by the uniquely flexible sole of the new Nike Free Run+ shoe and drive sales of the shoe on NikeiD, Nike's online customization shoe website.

Implementation
The flexible sole of the shoe forces you to use rarely used muscles in your foot to build overall strength. We used facial recognition technology to have consumers bend and twist a Nike Free by simply contorting the unused muscles of their face in front of their web camera.