|Title||NIKE REACT STUNT|
|Product / Service||NIKE REACT SNICKERS|
|Entrant||WIEDEN+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|
|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|
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.
No budget details are allowed to be disclosed due to confidentiality.
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.
The stunt gave runners a once in a lifetime experience. It put runners literally on top of the world and the manifesto encouraged all the spectators to run and feel as if the smallest movement would move a mountain, or in our case, the world.
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.