Title | DANCE TO DRAW X AF1 |
Brand | NIKE |
Product / Service | AIR FORCE 1 |
Category | A09. Environmental Design |
Entrant | OGILVY & MATHER TAIWAN Taipei, CHINESE TAIPEI |
Entrant Company | OGILVY & MATHER TAIWAN Taipei, CHINESE TAIPEI |
Advertising Agency | OGILVY & MATHER TAIWAN Taipei, CHINESE TAIPEI |
Name | Company | Position |
---|---|---|
Duzs Chen | Music/Sound | |
I-Chun Tao | Music/Sound | |
Salamander | Music/Sound | |
Kamzo | Hi-Organic Taiwan | Visual Designer |
Bond Huang | Hi-Organic Taiwan | Compositor |
Susu Su | Hi-Organic Taiwan | Compositor |
Susu Su | Hi-Organic Taiwan | Director |
Ying Chih Chen | Director | |
Hsin Tzi Chang | Ogilvy/Mather Advertising | Account Executive |
Echo Hsu | Ogilvy/Mather Advertising | Account Manager |
Zoe Chuang | Ogilvy/Mather Advertising | Group Account Director |
Evelyn Jeng | Ogilvy/Mather Advertising | Desinger |
Gavin Yin | Ogilvy/Mather Advertising | Art Director |
Jennifer Hu | Ogilvy/Mather Advertising | Copywriter |
Jennife Hu | Ogilvy/Mather Advertising | Executive Creative Director |
2013 is the 30th anniversary of Nike Air Force One. How can we enhance people's emotional attachment to its 30th anniversary?
Since 1982, Nike Air Force One, more than on the basketball court, has fused with trends from street, art, music and fashion to become a culture, and a language of 'cool'. Many artists use it as a creative medium. Up till now, Nike Air Force 1 continues to meet the world in different forms.
Two stages: 1. Patterns drawing: dancers performed the unique patterns by drawing in digital techniques. 2. Product Combination: launch the limited edition 'One-of-A-Kind Air Force One' that has the dancer's drawing patterns on it, and display the limited item in selected boutique where celebrities are frequent customers. This is the integration of design.
On the performance night, the venue was jam-packed with people trying to get in. Around 800 people crammed in the venue whose capacity is merely 600 people. Special souvenirs were brought in at last minute to pacify the young people who couldn't get in. The following exhibition was just as popular and attracted many visitors. The police was called for to maintain order because of the crowd. In total, the campaign generated 8 major media stories, 64 digital releases and 1,014,133 Facebook impressions