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Air Max Graffiti Stores

基本信息
行业: 服装
媒体:影视
风格: Minimalism
说明cnen
Why is this work relevant for Media?

The Air Max Graffiti Stores turned the city walls into Nike Stores inaugurating a new ambient media: the feet of graffiti characters. More than reaching our target in places never available before, we became a permanent part of the street art scene of São Paulo. The street stunt was supported by a social media strategy that led to a city page and physical activations, ending up in the pre-sale purchase by geolocation. The idea was not only enhanced and amplified by this game-changing channel strategy but was only possible thanks to this new use of media.

Background

Nike wanted to leverage the new Air Max drops to increase relevance and sales on their e-commerce in Brazil. Since Air Max is a pivotal part of street culture, Nike asked us to create a phygital activation in São Paulo to tap into the urban creativity and drive a strategic target audience to NIKE.COM. Meanwhile, the city was living a war on graffiti as the governor erased hundreds of them. We then saw an opportunity to add the new Air Max in the street art scene by hacking the ones that survived.

Describe the creative idea/insights (30% of vote)

São Paulo is known as the Graffiti Capital of the World and many of its famous characters painted on the walls have feet. So we invited artists to update their own existing graffitis by adding the new Air Max sneakers on them - and the only way to get the sneakers on a limited pre-sale was to visit the walls, access Nike.com and unlock the purchase through geolocation. The Air Max Graffiti Stores transformed the city walls into Nike Stores, turning the brand’s e-commerce into a cultural experience.

Describe the strategy (20% of vote)

Nike wanted to launch their new Air Max models by tapping into the street culture of São Paulo. So, no better way to do it than endorsed by influencers and celebrities, right? Well, not quite. We decided the graffiti characters should be the first ones to wear the new Air Max sneakers. We chose arts and locations in different regions of the city considering the demographic, in order to increase the customers' affinity with the brand and engagement with the project. The Air Max Graffiti Stores inaugurated a new consumer journey combining digital and physical activations.

Describe the execution (20% of vote)

In partnership with Instagrafite, Brazil’s biggest street art collective, we invited 4 artists to update their own existing characters with the new Air Max models. Every week, a new drop, in different regions of the city. To spread the word about the project we made a film and gave life to our most iconic character, showing off his new Air Max around town. The film lead to a city page with all the information about the grafittis, enabling the pre-sale purchase by geolocation. Graffiti fans loved it but sneakerheads got crazy. And when we were planning the next drops the Governor got convicted for erasing the grafittis. Backed by that court decision we brought back 6 iconic characters erased by him, wearing 6 new Air Max models. Now the mural lives on as cultural heritage to the city.

List the results (30% of vote)

With 10 drops and counting, The Air Max Graffiti Stores became a profitable platform for new Nike releases. The project impacted more than 80M people on social media and increased the Nike.com visits in more than 22% (Local page access vs 2018) and the Air Max sales in more than 32% (revenue in Brazil vs 2018). More than reaching great numbers, the Air Max also became part of the street art scene of São Paulo.
制作信息
品牌:
广告公司:
制作公司:
奖项
戛纳国际创意节 2019
银奖 媒介应用
Use of Stunts
戛纳国际创意节 2019
银奖 户外
Ambient Outdoor
戛纳国际创意节 2019
铜奖 移动应用
Activation by Location
戛纳国际创意节 2019
铜奖 户外
Displays
视频语音识别与翻译工具

我们采用了 Google Cloud Speech-to-Text(利用机器学习技术将语音转换为文本)与有道自然语言翻译服务
开启此功能,可以实现:
1. 在播放视频时,同步浏览视频原文字幕
2. 在此处选中字幕单词即可显示其中文翻译

* 与人工专业翻译不同,语音识别与自然语言翻译均存在偏差与非官方性,请仅作为参考。

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