Game of Go
Custom treadmills driving a real-time game, and the highest FWA score of all time.
Nike React was a story about bounce, and bounce is hard to advertise. So with Wieden+Kennedy we built the feeling instead. The idea: inside every adult is a secret runner, the kid who ran everywhere for no reason, and this launch was designed to wake that kid up.
At L.A. Live, players designed their own avatar, climbed onto custom built motion tracked treadmills, and ran a 400 meter virtual race that reacted to every stride, rendered live on giant screens over downtown Los Angeles. Nike athletes, celebrities, and passersby chased each other up the leaderboard.
ESPN SportsCenter and Jimmy Kimmel put it on TV, fans at home played along through the first playable Snapchat AR lens, and the FWA scored it higher than any project in its history. Cannes added four Bronze Lions and two shortlists.
