DANCE TO DRAW X AF1

Short List
TitleDANCE TO DRAW X AF1
ClientNIKE
Product/ServiceAIR FORCE 1
CategoryA09. Environmental Design
EntrantOGILVY & MATHER TAIWAN Taipei, CHINESE TAIPEI
Entrant Company OGILVY & MATHER TAIWAN Taipei, CHINESE TAIPEI
Advertising Agency OGILVY & MATHER TAIWAN Taipei, CHINESE TAIPEI

Brief Explanation

2013 is the 30th anniversary of Nike Air Force One. How can we enhance people's emotional attachment to its 30th anniversary?

The Brief

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.

How the final design was conceived

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.

Indication of how successful the outcome was in the market

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

Credits

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