Client :: Nike

Agency :: Wieden + Kennedy

Role :: Creative Concept

+ Experiential, Art & Technical Direction

Client :: Nike

Agency :: Wieden + Kennedy

Role :: Creative Concept + Experiential, Art & Technical Direction

Client :: Nike

Agency :: Wieden + Kennedy

Role :: Creative Concept + Experiential, Art & Technical Direction

Client :: Nike

Agency :: Wieden + Kennedy

Role :: Creative Concept

+ Experiential, Art & Technical Direction

 

An Interactive Neon Experience in Shanghai to inspire runners to be faster.

10 hidden messages activated and visible only at runner’s speed, to light up one of the fastest cities in the world. 

An Interactive Neon Experience in Shanghai to inspire runners to be faster.10 hidden messages activated and visible only at runner’s speed, to light up one of the fastest cities in the world. 

An Interactive Neon experience in Shanghai to inspire runners to be faster. 10 hidden messages activated and visible only at runner’s speed, to light up one of the fastest cities in the world. 

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 + WATCH THE FILM < SOUND ON >

 + WATCH THE FILM < SOUND ON >

 WATCH THE FILM  < FLIP TO HORIZONTAL >  SOUND ON 

Shanghai is one of the fastest paced cities in the world. Being an athlete here means pushing yourself even harder, which is a tall order.

Shanghai is one of the fastest paced cities in the world. Being an athlete here means pushing yourself even harder, which is a tall order.

Shanghai is one of the fastest paced cities in the world. Being an athlete here means pushing yourself even harder, which is a tall order.

So right before the Shanghai Marathon, we challenged athletes throughout the city to try and live up to its speed.

So right before the Shanghai Marathon, we challenged athletes throughout the city to try and live up to its speed.

So right before the Shanghai Marathon, we challenged athletes throughout the city to try and live up to its speed.

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We targeted Century Park as the most popular and best-running route to take runners to the next level.

We targeted Century Park as the most popular and best-running route to take runners to the next level.

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We built a series of interactive light installations that spoke to runners through provocative messages, challenging them to push their limit.

We built a series of interactive light installations that spoke to runners through provocative messages, challenging them to push their limit.

For that purpose we built a series of interactive light installations that spoke to runners through provocative messages, challenging them to push their limit.

All-messages

Speed activated motion sensors were triggered by the pace of runners to light up the messages along the road and give them a boost when they need it most.

Speed activated motion sensors were triggered by the pace of runners to light up the messages along the road and give them a boost when they need it most.

Speed activated motion sensors were triggered by the pace of runners to light up the messages along the road and give them a boost when they need it most.

The campaign achieved nearly 9 million impressions, and an estimate of 20-40 runners per minute were caught during peak hours, lighting up the roads of Shanghai.

The campaign achieved nearly 9 million impressions, and an estimate of 20-40 runners per minute were caught during peak hours, lighting up the roads of Shanghai.

With nearly 9 million impressions, an estimate of 20-40 runners per minute were caught during peak hours, lighting up the road.

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CD: Erwin Federizo / Creative Concept & Art Director: Marula Vaz / Technologist: Marula / Film, Camera & Edit: Leon Yan / Producer: Max Wu / ECD: Ian Toombs & Vivian Yong / Ad&Cw: Max Pilwat & Arlene

CD: Erwin Federizo / Creative Concept & Art Director: Marula Vaz / Technologist: Marula / Film, Camera & Edit: Leon Yan / Producer: Max Wu / ECD: Ian Toombs & Vivian Yong / Ad&Cw: Max Pilwat & Arlene

CD: Erwin Federizo / Creative Concept + Art Director + Technologist: Marula Vaz / Film, Camera & Edit: Leon Yan / Producer: Max Wu / ECD: Ian Toombs & Vivian Yong / ad&cw: Max Pilwat & Arlene

CD: Erwin Federizo / Creative Concept & Art Director: Marula Vaz / Technologist: Marula / Film, Camera & Edit: Leon Yan / Producer: Max Wu / ECD: Ian Toombs & Vivian Yong / ad&cw: Max Pilwat & Arlene

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