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

Describe how the promotion developed from concept to implementation

1. To communicate and interact with young consumers who are attracted to subculture. 2. To gain the recognition and assurance from leaders of subculture groups.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

'Dance to Draw' We invited various street dancers to put on Nike Air Force One with built-in sensors. The dancers performed live and drew unique drawings with their explosive dance moves and these drawings were used to create many pairs of all-new, one-of-a-kind Air Force One. Internet video, Facebook and posters plastered in-store and on campus were employed to promote the performance. These Air Force Ones created with the dancers' drawings were first put on display in a dedicated exhibition and then given to composers, manga-illustrators and street performers to experience.