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SUB CATEGORY :
FASHION, SPORTS & ACCESSORIES
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COMPANY ENTERING :
AKQA SHANGHAI, SHANGHAI
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TITLE :
NEVER DONE SHOP
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BRAND :
NIKE
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ADVERTISER :
NIKE GREATER CHINA
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AGENCY :
AKQA, SHANGHAI
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EXECUTIVE CREATIVE DIRECTOR :
ERIC CRUZ
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CREATIVE DIRECTOR :
ERIC CRUZ
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COPYWRITER :
LIWEN XU
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ART DIRECTOR :
ERIC CRUZ/KIKI WONG/MARC MENCIO/ED YAP
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HEAD OF TECH :
STEVEN GUTTERIDGE
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TECH :
JOE JIN/SAM FAIRBAIRN/JESSICA JI/YITING GAO/ROBIN LIU
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COMPUTER ARTIST :
GED ROLDAN/ROD TINAPAY/IVAN DESPI
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DESIGNER :
CHENG ZI/SIA SONG/JOCHEN WANG
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ACCOUNT DIRECTOR :
MICHELLE GAO
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ACCOUNT MANAGER :
LIPING GU
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ACCOUNT EXECUTIVE :
STEPHY JIN
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STRATEGIC PLANNER :
JONATHAN CHEN
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MARKETING COMMUNICATION DIRECTOR :
STEVE TSOI/SIMON LEE
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MARKETING COMMUNICATION MANAGER :
WENDY TONG
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AGENCY PRODUCER :
ERIC CRUZ/BRIDGET HONG
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MEDIA AGENCY :
MINDSHARE, SHANGHAI
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FILM PRODUCTION COMPANY :
HYDRA, MANILA
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PRODUCTION DESIGNER :
JILL BANIQUED/PAULINE VICENCIO-DESPI/KEVIN ENRIQUEZ/
JO EMIL GREGORIO/CRAIG HALILI/RAXENNE MANIQUIZ/
JOANNA MALINIS/GERONE PEREZ/KRISTEL VINOYA/LIANA SUN
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ART :
HYDRA MNL/IVAN DESPI (ACIDHOUSE)/DAN MATUTINA (PLUS63)/
REX + JOIS (INKSURGE)
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POST-PRODUCTION COMPANY :
MILLIPEDE, MELBOURNE
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PRODUCER + ANIMATION SUPERVISOR :
KEITH CRAWFORD
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DESIGN LEAD :
JONATHAN POYNTER
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TECH DIRECTOR :
PATRICK TOOHEY
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LEAD DEV :
SAMUEL BAIRD
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DEVELOPER :
CARMEN CHAN/GEOFFREY WALKER/WILLIAM MESILANE
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MOBILE TEST ANALYST :
BRENDON VINCE
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SPECIAL EFFECTS COMPANY :
ACIDHOUSE, MANILA
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3D & ANIMATION :
IVAN DESPI/ACIDHOUSE
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CODE ANIMATION :
MILLIPEDE AUSTRALIA
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ANIMATOR :
JO EMIL GREGORIO/MERVIN MALONZO/GERONE PEREZ/IVAN DESPI/
JOSH TROTTER
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SOCIAL FILM & TEASER :
HUAGLOM BANGKOK
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SOUND PRODUCTION COMPANY :
RECROOM, KUALA LUMPUR
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SOUND DESIGNER :
THOO JHEN KEN/JASHIR JUNAIDI
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SOUND STUDIO PRODUCER :
SIEW KIM FOONG/LIM XIN YU
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MUSIC COMPOSER :
TATSURO MILLER
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MUSIC ARRANGER :
TATSURO MILLER
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THE BRIEF :
SINCE WHEN DID SPORT BECOME A FASHION TREND? SOME PEOPLE ARE HAPPY WITH FINISHING ONE RUN OR SIMPLY SATISFIED BY DRESSING UP FOR THE GYM WITHOUT BREAKING A SWEAT. NIKE WANTED TO CONVERT CASUAL ATHLETES TO BE MORE DEDICATED BY ENCOURAGING AND BUILDING FREQUENCY, FORMING SPORTS INTO HABIT TO REVEAL THE TRUE SPORT CULTURE OF SHANGHAI – THERE IS NO DONE. IN THIS CITY, ENOUGH IS NEVER ENOUGH – THERE’S NO HIGH ENOUGH, NO FAR ENOUGH, NO STRONG ENOUGH. EVERY SECOND, SOMEONE IS CONSTANTLY SETTING A NEW RECORD AND BREAKING A NEW FINISH LINE. NO ONE SAYS “I’M DONE”.
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THE STRATEGY :
SWEAT AS CURRENCY = 2X SPORT. NIKE WANTED TO MOTIVATE PEOPLE TO MOVE AND KEEP ON MOVING BY ENABLING THEM TO BUY PRODUCTS USING HARD EARNED SWEAT AS CURRENCY TO PURCHASE EVEN MORE SPORT. DO SPORT TO EARN MORE SPORT.
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THE EXECUTION :
TO GET SHANGHAI MOVING LIKE NEVER BEFORE, NIKE HIJACKED THIS YEAR’S SHANGHAI MARATHON TO LAUNCH SHANGHAI CITY ATTACK “NEVER ENOUGH”, AN INTEGRATED OFFENSE CENTERED AROUND A DIGITAL ACTIVATION THAT MOTIVATED CASUAL, EVERYDAY ATHLETES TO BECOME MORE DEDICATED ATHLETES. THE ONLINE TO OFFLINE EXPERIENCE CAME TO LIFE THROUGH A 24-HOUR H5 MOBILE SITE – THE “SHANGHAI NEVER DONE SHOP” – AN EXPERIENTIAL 360º RETAIL SPACE THAT ALLOWS YOU TO PURCHASE NIKE PRODUCTS, SERVICES AND EXPERIENCES USING YOUR “SWEAT AS CURRENCY” A.K.A. “SWEAT COINS”, POWERED BY YOUR NIKE+ DATA.
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THE RESULT :
IN 3 WEEKS: 40M+ TOTAL CAMPAIGN IMPRESSIONS 50M ESTIMATED RACE DAY IMPACT 1.7M H5 USER VISITS [+10X 2017] +66% NIKE WECHAT FOLLOWER INCREASE +49% NEW NIKE+ MEMBERS THROUGH H5 BINDING
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