NIKE REACT STUNT

TitleNIKE REACT STUNT
BrandNIKE
Product / ServiceNIKE REACT SNICKERS
CategoryA08. Live Brand Experience
EntrantWIEDEN+KENNEDY SHANGHAI, CHINA
Idea Creation WIEDEN+KENNEDY SHANGHAI, CHINA
Media Placement MINDSHARE CHINA Shanghai, CHINA
Media Placement 2 KINETIC WORLDWIDE Shanghai, CHINA
Production KINETIC WORLDWIDE Shanghai, CHINA

Credits

Name Company Position
Ian Toombs \ Vivian Yong Wieden+Kennedy Shanghai Executive Creative Director
Vivian Yong Wieden+Kennedy Shanghai Executive Creative Director
Okan Usta Wieden+Kennedy Shanghai Creative Director
Hesky Lu Wieden+Kennedy Shanghai Creative Director
Josh King Wieden+Kennedy Shanghai Creative
Aier Xu Wieden+Kennedy Shanghai Junior Copywriter
Sanne Drogtrop Wieden+Kennedy Shanghai Head of Integrated Productions
Xiong Xiong Wieden+Kennedy Shanghai Digital Producer
Rhys Turner Wieden+Kennedy Shanghai Senior Web Developer
Leon Lin Wieden+Kennedy Shanghai Senior Planner
Carina Huang Wieden+Kennedy Shanghai Planner
Dino Xu Wieden+Kennedy Shanghai Business Director
Qinna Ye Wieden+Kennedy Shanghai Senior Account Manager
Xueer Ren Wieden+Kennedy Shanghai Senior Account Executive
Nicole Bee Wieden+Kennedy Shanghai Head of Project Management
Jessica Deng \ Kathy Zhan Wieden+Kennedy Shanghai Business Affairs
Fish Ho Wieden+Kennedy Shanghai Head of Design
Helen Yu Wieden+Kennedy Shanghai Designer
Jennifer Xhu Kinetic Head of OOH Team
Pierre Xu Kinetic OOH Lead and Project Coordinator
Him Chow Kinetic OOH Manager
Tendayi Chivero Mindshare Head of Media Strategy

The Campaign

To communicate Nike global message ‘Running makes the world go round’, we hijacked the spherical metro city globe building in Shanghai and turned it into an interactive spinning globe that made runners literally feel on top of the world. A manifesto animated on top of the visuals to deliver a strong message to China of the power of running, and encouraged everyone across the nation to get out there and run.

Creative Execution

On top of the building we installed a 5 metre invisible screen. Across the road runners could run on a treadmill and magically (live mapping) appear on top of the building. The quicker you ran, the quicker you made the world go round. The spectacle was live for 2 hours.

As the action played out on the ground, online over 2 million people across China were tuning into the Weibo livestream in less then 2 hours, while the next day, local Sports TV and youth platforms carried coverage of the stunt. Over a 2 day period the total online & offline impressions stood at 104 million.

To communicate Nike global message ‘Running makes the world go round’, we hijacked the spherical metro city globe building in Shanghai and turned it into an interactive spinning globe that made runners literally feel on top of the world. On top of the building we installed a 5 metre invisible screen. Across the road runners could run on a treadmill and magically appear on top of the building. We delivered a strong message to China of the power of running, and encourage everyone across the nation to get out there and run.

How could we tell people the power of running and inspire them to go for a run? Running could not just give people a stronger body but also a stronger mindset to take on bigger challenges. What we needed to do was to leverage the athletes and celebrities to show how running helped them achieve something great in their own fields and make the world go round.