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NIKE+ KINECT TRAINING

basics
Industry: Apparel, Clothing & Footwear
Media:Cyber
Market:United Kingdom
Style: Minimalism
descriptioncnen
Describe the brief from the client
Nike has access to cutting-edge facilities, unique insights into training and world-class trainers. The aim was to give everyone access to this exclusive experience, and create a new product from it.

Our strategy was to combine Nike’s expertise in motivation and sports science with the Kinect sensing technology to create a democratised service where everyone can receive the same top-tier training as elite athletes. The title drew users from the Xbox install base and inspired existing Nike+ members, giving them new ways to reach their fitness goals.

Creative Execution
Our mission was to create a truly authentic training experience, the closest thing possible to working out at Nike with their master trainers.

The title is packed with innovations such as live video training with friends and the 90 day reward schedule, which are based on insights gleaned from trainers in how to motivate and guide athletes.

This was then delivered through an experience that brings Nike to life. We crafted the environments down to the blades of grass and floorboards to feel authentic, and modelled the trainers’ movements and used their real voices and words of encouragement.

Creative Solution to the Brief/Objective.
Nike+ Kinect Training is designed to provide the world’s best personal trainer, in your home, for less than the cost of a single personal training session. Nike+ Kinect Training became the #1 selling Kinect title of holiday 2012, cementing it as the pinnacle fitness title on the world’s most successful console.

Results
Nike+ Kinect Training became the #1 selling Kinect title of holiday 2012.

On Amazon it maintains a rating of 4½ stars. Consumer reviews included quotes such as “I bought this game and cancelled my gym membership.”

“More immersive than any other fitness game.” ESPN
"Nike+ Kinect Training is as good as a real trainer and costs less than 1hr's lesson." Chris Anderson, Former Editor-in-chief of Wired Magazine
“Keeping fit has never been this cool or addictive.” Men’s Health
“The best exercise game yet.” Fast Company
credit
Brand:
Agency:
Executive Creative Director:
Creative Director:
Copywriter:
Art Director:
Design:
Account Supervisor:
Other credit:International Client Partner: Geoff Northcott
Game Designer: Ben Gonshaw
Senior Project Manager: Taraneh Khosrowshahi
Programme Director: Matt Lodder
Senior Creative: Matt Fox
Senior Creative: Mark Nicholson
Senior Strategic Planner: Nico Westerman
Senior Strategic Planner: Seb Kemmler
Planning Director: Dan Hill
awards
Cannes Lions International Festival of Creativity 2013
Silver Direct
Other Digital Platforms
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