Title | NIKE MUSIC SHOE |
Brand | NIKE JAPAN |
Product / Service | NIKE FREE RUN+ |
Category | C01. Viral & Email Marketing |
Entrant | TAIYO KIKAKU Tokyo, JAPAN |
Entrant Company: | TAIYO KIKAKU Tokyo, JAPAN |
Advertising/Web Design Agency: | WIEDEN+KENNEDY TOKYO, JAPAN |
Credits |
Name | Company | Position |
---|---|---|
Frank Hahn | WIEDEN+KENNEDY TOKYO | Executive Creative Director |
Naoki Ito | WIEDEN+KENNEDY TOKYO | Executive Creative Director |
Hiroshi Kuyama | WIEDEN+KENNEDY TOKYO | Copywriter |
Takayuki Rokutan | WIEDEN+KENNEDY TOKYO | Copywriter |
Shingo Ohno | WIEDEN+KENNEDY TOKYO | Art Director |
Naoki Ga | WIEDEN+KENNEDY TOKYO | Art Director |
Kenji Tanaka | WIEDEN+KENNEDY TOKYO | Agency Producer |
Ted Yukawa | WIEDEN+KENNEDY TOKYO | Account Supervisor |
Mits Minowa | NIKE JAPAN | Advertiser's Supervisor |
Kohei Adachi | WIEDEN+KENNEDY TOKYO | Account Manager |
Kosai Sekine | GLASSLOFT | Director |
Naoki Noda | GLASSLOFT | D.O.P |
Satoshi Takahashi | Taiyo Kikaku | Producer |
Norihiko Maeda | Capra | Editor |
HIFANA | Artist | |
Seiichi Saito | Rhizomatiks | Instrument Developer |
Yamaro | Rice Studio | Sound Design |
Tomoaki Yanagisawa | 4nchor5 La6 | Hardware Engineer |
Manabe Daito | Rhizomatiks | Software Engineer |
Masanori Sakamoto | DELTRO | Art Director/Designer |
Ken Murayama | DELTRO | Technical Director/Interactive Designer |
Nike launched NIKE FREE RUN+, the new addition to the NIKE FREE footwear line in late March 2010. The main communications campaign conveyed the new model’s incredible flexibility with the tagline “Free like feet want to be”. Nike Japan further wanted to develop an idea that creates buzz about the shoe’s flexibility and NIKE+ compatibility. The idea was the NIKE MUSIC SHOE. Why not make a real musical instrument utilising the shoe’s unique bending features and create a soundtrack with it? The music performance was commissioned to breakbeats unit HIFANA, who collaborated in the creation of the instruments and also wrote the song.