BRIEF
With a low budget, we needed to launch the new NIKE AIR VAPORMAX in Ecuador. To do so, we created a mysterious website inviting the Nike community to run in a different way.
With a low budget, we needed to launch the new NIKE AIR VAPORMAX in Ecuador. To do so, we created a mysterious website inviting the Nike community to run in a different way.
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Watch the 2-minute case film:
IDEA
Unexpected billboards revealing the incomplete URL
were placed around popular running spots.
Unexpected billboards revealing the incomplete URL
were placed around popular running spots.
To complete it, runners had to use the Nike+ Run app
following a hangman-style challenge.
following a hangman-style challenge.
They had to run in the shape of letters and
share their results on social media using #VaporMax.
share their results on social media using #VaporMax.
Each correct guess would unlock a new URL
and a new part of the website.
and a new part of the website.
Those who guessed and ran correctly were rewarded
with exclusive pairs of the new shoe.
with exclusive pairs of the new shoe.
We thought our job was done...
But something else happened as people kept running:
But something else happened as people kept running:
Runners COMPLETED THE ALPHABET and
created a new typography from the streets of Ecuador!
created a new typography from the streets of Ecuador!
.
Download:
..
In the end, the incomplete URL became:
• A GAME to launch a product,
• A RACE for awards,
• A TYPEFACE designed by runners.
• A GAME to launch a product,
• A RACE for awards,
• A TYPEFACE designed by runners.
.
•••
Client – Nike
Agency – Publicis Ecuador
Creative Director – Jairo Lezaca
Creatives – Marcelo Feitosa / Erika Perez
Copywriters – Erika Peréz / Omar Montaño
Art Directors – Sebas Echeverria / Marcelo Feitosa
Account Director – Daniela Ramón
Digital Strategist – Oliver Vera
Production Company – Vertigo
Agency – Publicis Ecuador
Creative Director – Jairo Lezaca
Creatives – Marcelo Feitosa / Erika Perez
Copywriters – Erika Peréz / Omar Montaño
Art Directors – Sebas Echeverria / Marcelo Feitosa
Account Director – Daniela Ramón
Digital Strategist – Oliver Vera
Production Company – Vertigo
