Creative Execution

1. Unity3D game engine were used to develop futuristic marathon runways of HK that provided immersive 3D environment. 2. The infinity LED mirror which synchronised with the sound and visual that created an epic intro for the journey. 3. Running tracks were synchronised with the speed and incline level of the hacked treadmill. It created realistic running experience and made user feel like running on the road. 4. Live generative elements programmed into the game stage and it brought out unique visualisation for every runner.

The campaign dropped by 23 running hotspots around Hong Kong. It also appeared in the Nike's Sport Day that drew a lots celebrity, media and press to cover the work. The shared reasons have been widely spread through Facebook and Instagram, and over ten thousands sharing post on social media within a month and it keeps inspiring the next.

The campaign was initiated by a core message “Let the Run Tell You Why”, which was used for promoting Nike newly launched Flyknit Air Max shoes. The main objective was to create an innovative running experience and encourage them to share the motif of running. Let them tell the story behind their runs and inspire the next through social media platform. For giving out the shoes trialling experience on the street, the installation was setup in a mobile truck thus its flexibility is good to stop by different targeted running spots. And, the slogan "I Run For ___" was a bridge for the feedback on the interactive installation. Tag-lined photos and videos are for Facebook and Instagram sharing after the run and the selected shot would be printed out as a gift to runner. The installation created a unique and futuristic experience to link the runners with the brand.