Nike #GetOutHere

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Brief:

For the launch of the 2015 Nike Flash Pack product range, Nike wanted to get their NRC run clubs involved to promote the new gear and encourage runners to keep running through the cold, dark winter months.

Solution:

We organised the Nike Daylight Savings Run, the ultimate wintertime NRC run.

We challenged runners to prove that winter wouldn’t slow them down, by joining us on an icy run in the dark at the exact moment the clocks went back for winter. We then created a series of UV-activated billboards that looked like standard product ads by day, but revealed a secret invite to #GetOutHere when the daylight faded.

At 2AM on the 25th October 2015 we took the fight to winter in 8 major cities across Europe. Dressed in the new Nike Flash Pack gear and lead by Master Trainers, over a thousand runners lit up the dark with connected LED wristbands and LED Pixelsticks. Long-exposure images and content captured on the night, were used to celebrate the achievement online and encourage others to #GetOutHere.

Involvement:

Concept

Art & Creative Direction

 

Agency: R/GA

 

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Skills: Campaign, Digital, Experiential, Mobile, Social Media
Client: Nike