#WINAGAINSTTHEELEMENTS#

Title#WINAGAINSTTHEELEMENTS#
BrandNIKE CHINA
Product / ServiceNIKE HYPER GEAR
CategoryA01. Mobile Websites and Web Applications
EntrantAKQA SHANGHAI Shanghai, CHINA
Entrant Company AKQA SHANGHAI Shanghai, CHINA
Advertising Agency AKQA SHANGHAI Shanghai, CHINA

Credits

Name Company Position
Lynette Duensing/Barry Graves/Steve Marolho/Lily Li Technicolor Editors/Post Production
Freek Van Haagen/Hugo Goudswaard/ Artbox Amsterdam Artists
Janene Fitzgerald/Jonty Toosey/Xintai Feng/Rain Li Great Guns Production/Direction
Diederik Van Middelkoop Massive Music Music Production
Lynn Lin/Steven Ma/Tony Feng Akqa Planners/Social
Edward Wang Akqa Planning/Social Director
Jason Wang/Yuki Chen/Triston Li Akqa Client Service
Roy Zhang Akqa Producer
Joe Cai Akqa Production Manager
Vivian Zhang Akqa Senior Project Manager
Joel Godfrey Akqa Director Of Delivery
Jimmy Chen Akqa Copywriter
Felix Cheng Akqa Associate Creative Director
Kim Jerbo Akqa Associate Motion Graphics Director
Setaka Wen/Bruce Ji Akqa Designer
Tea Qiu/Elyn Dong Akqa Senior Art Director
Kelly Woh Akqa Creative Director
Johan Vakidis Akqa Executive Creative Director

Brief Explanation

Running to beat the elements - Dark, Snow, Rain, Cold Running in China a sport in its infancy. With the launch of Nike new winter line of Hyper Products, Nike wanted to get kids running against the elements. These runs were validated by using Nike+ Running mobile application and sharing runs with the hashtag #winagainsttheelements#. The game merging online and offline lived on an social application on Weibo, China's biggest micro-blogging platform which holds Nike's running community. This activity rewarded runners with badges and increased active running and using Nike+ Running by 20%, a combined 44,528 km total.

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