NIKE GRID

Our brief was to get young people running. To do this we needed to move it away from its lycra-clad traditional past and turn it into something young people would want to associate with. We created a running game: Nike GRID.

The game took place over 24 hours across 40 London postcodes. Players ran between phone boxes to score points. Each runner had a unique game code which they inputed at the start and end of each run.

Team rivalries sparked all over London as players competed for points, badges and postcodes. Between them players clocked up over 30,177 runs and 12,500 miles. A few people even ran the entire 48 postcodes.

We promoted the game through TV, press, adshells, phoneboxes, data vis films and across social media channels.

DATA VISUALISATION FILMS

Each day, for 15 days, we created a data visualisation of activity on the GRID. These films were used to gather momentum, pushing players to run more.

Campaign Big Awards, Nike Grid, Sport and Leisure, 2 x Silver for Interactive and Campaign Cannes Lion, 2011, Nike Grid, Shortlisted

Clearchannel Outdoor Award, 2011, Nike GRID, Grand Prize and Winner, Best use of Innovation in Outdoor

MediaGuardian Innovation Awards, 2011, Nike GRID, Winner

Marketing Week, Nike GRID, Travel and Leisure, Winner, 2011

New York Festivals, 2011, Nike GRID, Bronze World Medal, Integrated

Campaign Magazine, 2010, Nike GRID, Third best digital campaign for 2010.

Creative Showcase, 2010, Nike GRID, Winner

Eurobest Awards, 2010, Nike GRID, Silver Award, Integrated

Campaign Big Award, 2010, Nike GRID, Finalist