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SUB CATEGORY :
BEST INTEGRATED MEDIA CAMPAIGN
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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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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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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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DIRECTOR :
ERIC CRUZ/IVAN DESPI
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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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PRINT PRODUCTION COMPANY :
HYDRA, MANILA
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ILLUSTRATOR :
REX ADVINCULA/JILL BANIQUED/PAULINE VICENCIO-DESPI/IVAN DESPI/
KEVIN ENRIQUEZ/JO EMIL GREGORIO/CRAIG HALILI/RAXENNE MANIQUIZ/
DAN MATUTINA/JOANNA MALINIS/GERONE PEREZ/LIANA SUN/JOIS TAI/
KRISTEL VINOYA
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DESIGNER :
ERIC CRUZ/KIKI WONG/MARC MENCIO/ED YAP/CHENG ZI/SIA SONG/
JOCHEN WANG
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LEAD ART :
HYDRA MNL/IVAN DESPI (ACIDHOUSE)/DAN MATUTINA (PLUS63)/
REX + JOIS (INKSURGE)
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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 :
THE SHANGHAI NEVER DONE SHOP ENABLED YOU TO PURCHASE PRODUCTS, SERVICES AND EXPERIENCES THROUGH IMMERSIVE 360º RETAIL SHOPS – PLAY FOR KYRIE 5’S AT THE BALLER SHOP, SIGN UP FOR A 4-WEEK YOUTH CAMP AT THE FOOTBALL SHOP, SHOW YOUR BEST SKATE MOVES TO COP A PAIR JANOSKI’S, WORKOUT FOR 21 DAYS TO EARN YOUR SPOT AT THE NIKE SUPER WORKSHOP, SEE CREATIVE TALKS AND WORKSHOPS AT THE NSW SHOP OR QUALIFY TO RUN YOUR NEXT MARATHON IF YOU MISSED SHM’18 AT THE RUNNING SHOP. NIKE+ KEEPS TRACK OF YOUR PERFORMANCE, CALCULATING AND TABULATING YOUR DATA AND LETS YOU KNOW WHEN YOU’VE ACHIEVED YOUR “UNLOCK”. SO ALL YOU NEED TO DO IS RUN, TRAIN, MOVE, SKATE AND BALL. SCAN THE QR CODE ON WECHAT, WEIBO, AND NIKE RETAIL STORE TO ACCESS THE H5 STORE. SWEAT AND MOVE TO SHOP FOR ITEMS THAT PEAKED YOUR INTEREST. PICK CATEGORY AND ENTER THE WORLD > BIND YOUR NIKE+ ACCOUNT > SWEAT AND MOVE TO FINISH THE CHALLENGE > PURCHASE AND EXPERIENCE THE REWARD > SHARE WITH FRIENDS ON SOCIAL > REPEAT FOR THE NEXT 4 WEEKS. WORK IT TO SEE HOW MANY NEVER DONE PRODUCTS YOU CAN GET.
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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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