For the latest stunt in the brand's 'Choose Go' running campaign, Nike and Wieden+Kennedy Shanghai last weekend turned a 50-metre-high hemisphere building at Shanghai’s Metro-City mall into a giant planet Earth, spinning at the speed of the person apparently running on top.
The brand invited local celebrities, including the track and field star Su Bingtian (dubbed ‘China’s flying man’ for his record-breaking speed) and the musician and fashion designer Edison Chen, to run on a treadmill across the street from the mall.
The livestream feed of them running was then projected in real time onto an invisible screen on top of the globe-shaped building, with the speed of the Earth’s rotations matching their speed on the treadmill.
The stunt, which was operated and coordinated by Mindshare and Kinetic, was designed to introduce Nike’s ‘Epic React’ trainers to wider audiences in China. It was picked up by national TV channels after the brand live-streamed the event on social media, receiving over 2 million views in under two hours, reports Nike.
A couple of weeks ago, the Choose Go campaign also introduced an interactive adventure video game to selected Nike stores in Beijing, Shanghai, Guangzhou and Chengdu, which transformed shoppers into avatars running through a virtual world.
CREDITS
NIKE
Nike VP Marketing: Steve Tsoi
Nike Senior Brand Director: Kevin Kirksey
Nike Senior Creative Director: Simon Lee
Nike Brand Communications: Che Lin, Miao Wang
Nike Media: Vicky Huang, Stacy Juan
Nike Event: Richard Lin, Connie Chen, Boa Huang
Nike Brand Design: Sally Zou
WIEDEN+KENNEDY SHANGHAI
Executive Creative Director: Ian Toombs, Vivian Yong
Creative Director: Okan Usta, Hesky Lu
Art Director: Josh King
Copywriter: Aier Xu
Head of Integrated Production: Sanne Drogtrop
Interactive Producer: Xiong Xiong
Creative Technologist: Rhys Turner
Senior Planner: Leon Lin
Planner: Carina Huang
Business Director: Dino Xu
Senior Account Manager: Qinna Ye
Senior Account Executive: Xueer Ren
Head of Project Management: Nicole Bee
Business Affairs: Jessica Deng, Kathy Zhan
Head of Designers: Fish Ho
Designer: Helen Yu
PR Manager: Evelyn Hsu
KINETIC
Head of OOH Team: Jennifer Zhu
OOH Lead and Project Coordinator: Pierre Xu
OOH Manger: Him Chow
OOH Execution: Fionn Shen
MINDSHARE
Head of Media Strategy: Tendayi Chivero
Lead Media Planner: Cici Chen
Digital Planning: Simple Chen, Sheep Zeng, Betty Tian
WISPARK
WONDERLABS
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