Title | THE UNSTOPPABLE TRIBUTE |
Brand | NIKE |
Product / Service | NIKE |
Category | B01. Mobile Websites |
Entrant | WIEDEN+KENNEDY SHANGHAI, CHINA |
Idea Creation | WIEDEN+KENNEDY SHANGHAI, CHINA |
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 |
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.
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.