THE UNSTOPPABLE TRIBUTE

Short List
TitleTHE UNSTOPPABLE TRIBUTE
ClientNIKE
Product / ServiceNIKE
CategoryB01. Mobile Websites
EntrantWIEDEN+KENNEDY SHANGHAI, CHINA
Idea Creation WIEDEN+KENNEDY SHANGHAI, CHINA

The Campaign

Celebrate the unstoppable spirit of Shanghai Marathon runners by immortalizing their moment as they crossed the finish line. Exhaustion, excitement, pride, and glory; we wanted to capture it all and make them sharable on social platforms for the world to see and understand what it means to be unstoppable.

Creative Execution

At the 2015 Shanghai Marathon, we placed cameras set to shoot two shots per second, to capture runners’ unforgettable finish line moment. We synced each image with the race time and fed the massive data to a team of 50 designers and compositors on standby in our control room. In a span of six hours, we inspected, cropped, treated, and stitched each image with care and attention into a digital collective mural in real time. That evening, the massive collage composed of all the Shanghai Marathon finishers, went live online. We called it 'The Unstoppable Tribute’, a unique and collective composition, that, if put into the real world, would stretch over 3 miles.

That night, over 10,000 Shanghai Marathon finishers could find themselves by inputting their race time on their mobile. The Tribute received over 25,000 visitors in the first two days and over 7,000 runners shared their unforgettable moment on social media. Showing the world the pride and glory of this unique breed.

We targeted runners and the people of the city using WeChat, the most widely used APP and social platform in China. Nike set out to empower the runners, salute them, and champion them for the athletic pioneers that they are and show the city, these athletes are locals the whole city should be proud of. By posting on their personal WeChat, runners could instantly share our Tribute and their individual finish line moment.

Credits

Name Company Position
Huang Hai Bo Wieden+Kennedy Shanghai Camera Man
Yang Yeo Wieden+Kennedy Shanghai Executive Creative Director
Terence Leong Wieden+Kennedy Shanghai Creative Director
Azsa West Wieden+Kennedy Shanghai Creative Director 
Wei Liu Wieden+Kennedy Shanghai Copywriter
Angie Wong Wieden+Kennedy Shanghai Head of Content
Fang Yuan Wieden+Kennedy Shanghai Content Producer
Jiji Hu Wieden+Kennedy Shanghai Content Assistant Producer
Hiro Ikematsu Wieden+Kennedy Shanghai Editor
Dino Xu Wieden+Kennedy Shanghai Business Director
Jim Zhou Wieden+Kennedy Shanghai Associate Account Director
Shawn Kai Wieden+Kennedy Shanghai Account Executive
Paula Bloodworth Wieden+Kennedy Shanghai Senior Planner
Nicole Bee Wieden+Kennedy Shanghai Project Manager
Jessica Deng Wieden+Kennedy Shanghai Business Affairs
Kathy Zhan Wieden+Kennedy Shanghai Business Affairs
Jimmy Chen Wieden+Kennedy Shanghai Copywriter
Timothy Cheng Wieden+Kennedy Shanghai Motion Graphics
Kevin Lunsong Wieden+Kennedy Shanghai Senior Designer
Max Wu Wieden+Kennedy Shanghai Senior Digital Producer
Sasa Yang Wieden+Kennedy Shanghai Account Executive
Marula Vaz Wieden+Kennedy Shanghai Senior Experiential Art Director
Arlene Lu Wieden+Kennedy Shanghai Copywriter
Nelson Ng Wieden+Kennedy Shanghai Art Director
Yacheng Ke Wieden+Kennedy Shanghai User Interface Design
Cherie Tang Wieden+Kennedy Shanghai User Experience Design
Deer CL Wieden+Kennedy Shanghai Designer
Wendy Yu Wieden+Kennedy Shanghai Designer
Bernice Wong Wieden+Kennedy Shanghai Executive Producer
Xuan Ong Wieden+Kennedy Shanghai Art Buyer
Coral Peng Wieden+Kennedy Shanghai Social Strategist
Links
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