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. 

LiveAD was the responsible for the activation of the largest relay race in the Americas: the Nike SP-Rio race. Through a special tab on Nike Corre's fanpage on Facebook, everyone could follow in real time the stages of the race and the news shared by the participants of the event in their own profiles. Watch the video produced for the raceNike SP-RIO, by LiveAD, which granted the agency the bronze award in the first edition of Facebook Studio Awards, in 2012. LiveAD's case was the only one recognized in Latin America among 11 other cases all over the world, chosen after more than 1000 entries. See all winners of the Facebook Studio Award 2012: http://facebook-studio.com/awards/winners#/
 
 

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.

 
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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).

 
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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

 
 
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