Nike Runnning
SP-RIO 2011
2012 - Bronze Facebook Studio Awards - the first Latin American award ever / 2012 - Gold Cannes Lions - Branded Content & Entertainment /
2012 - Bronze Facebook Studio Awards - the first Latin American award ever / 2012 - Gold Cannes Lions - Branded Content & Entertainment /
The biggest race of the Americas has 600km and starts in São Paulo and finishes in Rio.
As a sponsor, Nike needed a fun, engaging solution, that could use social media to bring the experience of the 260 runners to millions of people. So we created a series of smart-tech ideas that made the share act inherent to the race. And most important, in a fun way.
The 20 teams of the race were prepared with special equipment for this stunt. With a RFID sensor on their running shoes, they stepped on analog Like Buttons ( the “Like Carpets” ) during the race. And every time they did so, a gif of themselves was posted on their Facebook pages.
Also on race milestones, we placed a special booth called The Confessionary, where runners could share their intimate feelings about the race, right after they stopped running their part.
The whole stunt reached more than 2.9 million people. The actions of a few, landed on millions. Nike showed that running can be engaging and very, very likeable.
BONUS
A year after that, the Confessionary evolved to The Confessionary Mobile for the Rio Run 10K competition. The revamped version allowed runners to record their videos while they were still running. They could record a live 10 seconds video testimonial, that would be automatically posted to their timelines (with a Facebook connect made before the start of the run).
Recognition
2012 - Bronze Facebook Studio Awards - the first Latin American award ever
2012 - Gold Cannes Lions - Branded Content & Entertainment - first Brazilian Lion ever in this category
My Contribution
Associate Creative Direction, Art Direction, Concept (Confessionary)
Contributors
Creative VP: Mauro Silva, Keke Toledo
Concept: Júlia Duarte, Marcelo Rosa, Bruno Zampoli
Associate Creative Director: Júlia Duarte
Art Director: Bruno Zampoli
Copywriter: Júlia Duarte, Marcelo Rosa
Planner: Rafael Mendonça
Curatorship and Relationship: Amnah Asad
Ad Campaign and Key visuals: F/Nazca (São Paulo)
Event / Run: Iguana (São Paulo)
RFID Production Company: Estado Lateral (Bueno Aires)
Confessionary Production Company: Next Interativo (São Paulo), FAS (São Paulo)
Grassroots Agency: Milk (São Paulo)
Video Production Company: BigBonsai (São Paulo)
Agency: ℓiⱴε (formerly LiveAD) (São Paulo)
Year: 2011 - 2012