Nike: WRITE THE FUTURE

Credits & Description:

Category: Best Consumer Engagement

Advertiser: NIKE

Product/Service: NIKE FOOTWEAR

Agency: WIEDEN+KENNEDY TOKYO

Agency: DAIKO ADVERTISING

Date of First Appearance: May 22 2010

Entrant Company: WIEDEN+KENNEDY TOKYO, JAPAN

Executive Creative Director: Frank Hahn (Wieden+Kennedy)

Executive Creative Director: Naoki Ito

Creative Director: Hiroshi Kuyama (Wieden+Kennedy)

Art Director: Naoki Ga (Wieden+Kennedy)

Copywriter/Art Director: Takayuki Rokutan (Wieden+Kennedy)

Producer: San Takashima (Wieden+Kennedy)

Account: Shig Seng (Wieden+Kennedy)

Account: Kohei Adachi (Wieden+Kennedy)

Account Supervisor: (Wieden+Kennedy)

Media placement: TV Campaign - TBA - 2010/5/22



Insights, Strategy & the Idea

Objective: How to ignite a hyper-connected Japanese audience and make them participate in an online offline experience around the global NIKE football campaign ‘Write The Future’.

Insight: Inspired by the print executions of this global campaign - showing Nike’s key athletes in their signature move as sculpture - we picked Japanese star defender Tanaka Marcus Tulio as the hero of this interactive campaign and created a life size statue of him.



Creative Execution

We placed the sculpture in the middle of the NIKE Harajuku flagship store in Tokyo. Next, we encouraged people to tweet their messages of support using a custom Japanese hashtag. These messages were then carved into the statue by a robot in real time, 24 hours a day. Four static cameras captured the carving and messages, and live-streamed the action on the ‘Write The Future’ campaign site. In addition to the real sculpture in the Harajuku store we also visualized the messages on a 3D Tulio model, displaying the names and profile images of the users.



Results and Effectiveness

As a result of the campaign, the number of visitors to the "Write the Future" website increased four times. Also, traffic of customers into the store increased 30% while the statue was inside.