Nike: Digital

Credits & Description:

Client: NIKE
Agency: WIEDEN + KENNEDY SHANGHAI
AGENCY: Wieden+Kennedy / Shanghai + Amanacliq / Shanghai + Passion Pictures / New York + Le Cube / Sao Paulo
CLIENT: Nike China
ART DIRECTOR: Timothy Cheng, Max Pilwat
WRITER: Wei Liu
CHIEF CREATIVE OFFICER: Colleen Decourcy, Susan Hoffman
CREATIVE DIRECTOR:
Terence Leong
Shaun Sundholm
Ralph Karam
DESIGNER:
Deer Sheng
John Yao
ILLUSTRATOR
Wassim N/a
Pete Sharp
Lili Des Bellons
Stevie Gee
PRODUCTION COMPANY
Amanacliq / Shanghai
Passion Pictures / New York
Le Cube / Sao Paulo
Brand New School / Los Angeles
Green United Music / Shanghai
LISTEN Studio / Shanghai
Nantong City YOJO Medical Products Co., Ltd. / Nantong
Shanghai Yu Kai Packaging Materials Co., Ltd. / Shanghai
DIRECTOR
Tom Bunker
Mariano Fernandez Russo
Brunby Boylston
PRODUCER
Eddie Zhang
AGENCY PRODUCER
Bernice Wong
Yuan Fang
Juni Zhu
Angela Liu
Jacob Lincoln
Austin Hu
Stone Xue
CREATIVE TEAM
Leon Lin
Chuck Xu
Xueer Ren
Dino Xu
Nicole Bee
Jessica Deng
Kathy Zhan
DIGITAL ARTIST / MULTIMEDIA: Changqing Lee
EDITOR: Leon Yan
EXECUTIVE CREATIVE DIRECTOR: Ian Toombs
PRODUCT MANAGER: Vic Zhang
SOUND DESIGNER: Ryan West
TAGS: SPORTS / FITNESS / SPORTS APPAREL
Published: November 2017
Energize Shanghai’s youth to play harder by making Nike's new line of bandaids "Badge of Honor," a symbol of athletic pride. The campaign needed to inspire kids at scale and deliver the personalization they crave through unique incentives.
To support the launch of the "Badge of Honor" collection, we installed 16 egg twister machines at 7 locations throughout Shanghai, the week leading up to the city's Kids Run on Children's Day. Using QQ, the young passers-by could scan a QR code on the screen of each machine and receive an Egg Twister containing a Nike bandaid, while unlocking a special QQ motion filter to share on the platform. On Children's Day, we moved the machines to the run's finish line, so the young athletes could express their competitive spirit and amplify the creative designed around the "Badge of Honor" collection. Other communications included digital video, search and OOH.
Nike became the first brand to partner with QQ to create this first-of its-kind “motion unlock” custom experience. The machines were scanned and twisted 9,189 times in this 6 days campaign, with 1M QQ filter usage! The results captured Children’s Day interest, generating a staggering total of 1.7m impressions and driving site traffic to 9.46K visits.