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  • SUB CATEGORY :
    BEST USE OF AMBIENT: LARGE SCALE
  • COMPANY ENTERING :
    WIEDEN+KENNEDY SHANGHAI, SHANGHAI
  • TITLE :
    NIKE REACT STUNT
  • BRAND :
    NIKE CHINA
  • ADVERTISER :
    NIKE CHINA
  • AGENCY :
    WIEDEN+KENNEDY SHANGHAI, SHANGHAI
  • CHIEF CREATIVE OFFICER :
    SUSAN HOFFMAN/COLLEEN DECOURCY
  • EXECUTIVE CREATIVE DIRECTOR :
    IAN TOOMBS/VIVIAN YONG
  • CREATIVE DIRECTOR :
    OKAN USTA/HESKY LU
  • COPYWRITER :
    AIER XU
  • ART DIRECTOR :
    JOSH KING
  • ACCOUNT DIRECTOR :
    DINO XU
  • ACCOUNT MANAGER :
    QINNA YE
  • ACCOUNT EXECUTIVE :
    XUEER REN
  • STRATEGIC PLANNER :
    LEON LIN/CARINA HUANG
  • AGENCY PRODUCER :
    SANNE DROGTROP/RHYS TURNER/XIONG XIONG
  • MEDIA AGENCY :
    MINDSHARE SHANGHAI, SHANGHAI
  • THE BRIEF :
    NIKE WAS LOOKING FOR A STUNT THAT COULD MARK THE LAUNCH OF NIKE’S NEW RUNNING CAMPAIGN “CHOOSE GO” AND INTRODUCE NIKE EPIC REACT TO A WIDER AUDIENCE IN CHINA. SO OUR TASK WAS TO COME UP WITH A STUNT IDEA THAT CAN GENERATE GREAT BUZZ AROUND NIKE EPIC REACT AND SHOW CHINA THE POWER OF RUNNING.
  • THE STRATEGY :
    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.
  • THE EXECUTION :
    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. 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 RESULT :
    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.