CAMPAIGN DESCRIPTION
The Nike Unlimited Stadium.The first full-size LED running track. The world’s most innovative training environment.It takes runners data—lap time, speed, lap count, etc—and turns it into an digital avatar displayed onscreen that you can actually run against, and train with. Avatars are best in this case, because as actual runners told us, while you can run against track lights, or even drones, nothing simulates actual competition as much as an actual antropomorphic representation of you.This core experience was the foundation for the entire structure which became the world's first full-size LED Running Track, and the world's most innovative training environment.
EXECUTION
It was launched during the Olympics, which generated additional energy around the experience.Erected in Manila, Philippines. An entire block in the heart of BGC, the center of the most important city in the country.LEDs* 5.1 million pixels * 252 sq meters of LED * 492 LED panels* 7800m of optic fibre cables* 8 tonnes of LED screenSite* 4000 sq meter of venue space occupied* 800 cubic meters of concrete* 1920 tonnes of concrete* 180 cement trucks used* 124 workers around the clock* 80,352 manhoursTech* 18 computers* 27 control monitors* 14 animators* 8 coders* 11 engineers* 6 RFID mats
OUTCOME
No. of total footfall : 6217No. of total runners : 1,854No. of trials : 1,625 (excludes in-store, TBC)PR Coverage worldwide in every continent.
RELEVANCY
We created an Activation of unseen scale in Manila, a structure erected and launched that activates the running community, during the most important season in all of sports—the Olympics.
STRATEGY
A runner’s greatest competition—which either makes him quit early, or run farther—is himself. We brought this to life and made it an actual experience, through the Unlimited Stadium.
SYNOPSIS
We were launching the Lunar Epic Mid, a distance running shoe. It was more than a shoe. It was a manifestation of Nike's most advanced innovation, and took running forward. We believed that it was only fitting to create something that took running foward in the same measure.
CAMPAIGN DESCRIPTION
GREEN LIGHT RUN is an urban marathon race, where the runner doesn’t have to stop for any red light. Using traffic data provided by the local police department, and taking traffic signal patterns, distance, timing and safety all into account, adidas Japan brought a one-of-a-kind, urban race through the busy streets of Tokyo to life.
EXECUTION
A “world first” marathon utilizing traffic signal cycle data analysis was held. The runners took their mark at midnight in Marunouchi, for a full-length marathon race leading them to the goal at adidas Harajuku Brand Core Store. They followed real-time navigation based on traffic signal cycles and ever-changing traffic conditions, and they were able to run the entire 42.195km from start to finish without stopping once for a red light. Response was immense, and its buzz instantly went global.
OUTCOME
This signal analysis system developed is a revolutionary technology that allows the bustling streets of central Tokyo to be marathon-ready at any time. It forever changed the perception of runners toward city running. REACHES: 53,637,032Facebook LIKE: 151%
RELEVANCY
We delivered real-time navigation to a large number of runners, and opened up the city streets of central Tokyo, creating a dedicated urban marathon course
STRATEGY
A major national marathon called the “Tokyo Marathon” does exist, however only limited numbers can participate in this full marathon. This system gave freedom to runners through real-time navigation, and opened up the city streets of central Tokyo, creating their very own full marathon course.
SYNOPSIS
Every city has its urban runners. Each runner has a different purpose, but they all have one enemy in common; traffic lights. London has 6,252 signals, NYC 12,460 and Tokyo has a staggering 15,772. Signals are absolutely necessary in traffic control and saving lives. However, they make completing an uninterrupted urban run near impossible, throwing runners off pace, and hindering record time performance. Dedicated to supporting all runners, adidas Japan took a stand to resolve this issue and to make city running dreams come true.
CAMPAIGN DESCRIPTION
The VR vaccine is an immersive experience that uses Virtual Reality to entertain children during the vaccination process. As the children enter the vaccination room, we invite them to participate on a VR adventure inside a super-hero themed land, we match the actions inside the experience to the actions in real life, applying the vaccine at the same time the Super-Heroes inside the VR experience apply a super-shield to the children's "animated" arm. A shield that will then help the princess to save her kingdom. Our goal was to create something colorful and friendly. Everything was planned to make the children more calm and quiet during the process. The dialogues and even the colors are used to helps kids overcome the fear. We wanted to transform a traumatic experience in an experience they will want to repeat.
EXECUTION
First we created a story that would explain to the kids what a vaccine means, we decided to show the analogy of a shield that when applied can help destroy enemies. Then we developed the animation and created the VR experience around it, transporting the kids to a special kingdom, where he interacts with a princess that will apply the shields. A mobile application was then created to let parents and the medical staff to know everything that the kid was experiencing inside the VR gear and the right moments when to clean the area and apply the vaccine. And to finalize we decorate the rooms where the system was used and also developed band-aids that would serve as honor badges and connect even more the VR experience with the real experience.
OUTCOME
We did this action in April, the highest flu month in Brazil, due to the colder weather, and got a huge visibility within the national and international press. Brand perception improved and our website visits rose around 9% and the number of vaccinations scheduled for the period rose 13% in the participant units. The client has now the plan to expand the project to all it's 80 units in Brazil. And it's stock price rose since the debut of this idea. But most important, other vaccination centers already contacted Hermes Pardini to buy and use the technology.
RELEVANCY
With VR Vaccines, Hermes Pardini became alive as a brand by improving children's health directly, engaging its target audience with a live activation that encouraged children immunization using a VR technology. Never before have a Brazilian diagnostic laboratory brand tackled a health issue that way, with a live stunt experience so light hearted and funny it became a piece of content. But most importantly, the stunt actively served its purpose, convert all the drama into a positive adventure that engages immunization efforts.
STRATEGY
Our main strategy consisted in the use of VR to transport kids out of the traditional vaccination moment, the cold and white environment of a hospital is transformed into a magical place and the vaccine stop being a hassle to become a form of entertainment. We created a 3 minute VR experience. A Super-hero story that shows and helps convince kids that the vaccination they are getting is a shield that will protect them against villains both in the VR world and in real-life. This strategy allowed us to make a better experience for kids but also for the nurses that apply the vaccine and can apply them in kids that are calmer and not under stress.
SYNOPSIS
Every year, hundreds of millions of children around the world have to face one of the scariest childhood villains: the vaccines’. The story is always the same, kids cry and scream when they see the needles. Moreover, this problem also affects parents and nurses. The parents fell guilty every time they have to take children to a vaccination clinic. The nurse gets stressed out with crying kids that can move a lot during the process and force them to make an error.Hermes Pardini, one of the biggest brazilian laboratories and vaccination centers, wanted to tackle that issue with technology. Our brief was to help the Hermes Pardini to make the vaccine moment less painful to kids, parents, and nurses changing any negative perception linked to this process.
CAMPAIGN DESCRIPTION
So, we decided to convince drivers to slow down by teaming up with someone they would surely listen to. Their kids. “Mr. Bear Driver” is a fun mobile game that teaches kids traffic safety which quickly got to number 1 in Romanian app stores. But people had no idea that there was a catch… When played in a moving car, the game connects to GPS and Google Maps to track the real-life speed. If the limit is exceeded by more than 10km/h, Mr. Bear (the in-game character) asks children to tell mommy or daddy to slow down. If drivers don’t slow down, the game ends in a crash. If they comply, players get bonuses and the game continues. This way, little passengers became safety copilots and learn in real life that speeding is a big no-no.
EXECUTION
After a teasing phase and a content campaign on social media, the game was launched in the second part of summer holidays in Romania. The game was launched together with Orange and is featured on Orange’s Junior web section. It also comes preinstalled on Orange Junior devices destined for kids. The game was launched for free, nationwide, on App Store and Google Play and is still available on both platforms. TV prime time news and online media picked up the message and created a national conversation about children’s safety.
OUTCOME
Over 12.000 slowdowns recorded and counting. - 680.000 EUR earned media- The game is also implemented in Portugal by through the “Automovel Club de Portugal” (Automobile Club of Portugal) with the name of “Boris o Condutor” and in Latvia, by LAMB Autoklub (The Automobil Klub of Slovenia) as “Soferis Laka Kungs”. - We are in advanced talks to implement the game in Australia with the Queensland Department of Transport and Main Roads. - We are also in advanced talks to implement the game in New Zealand with the New Zealand Transport Authority.- The game is also on its way to other European countries, through national automobile clubs.
RELEVANCY
We convey our road safety message directly as an in-game experience, to the kids playing on the backseat of a moving car, on smartphones and tablets. The game is GPS and Google Maps enabled and every time legal speed is exceeded in real life, the in-game character tells kids to ask their parent drivers to slow down. Each slowdown is recorded in Google Analytics. The way the kids are immediately prompted through the game to intervene on the drivers’ behavior makes it a direct experience.
STRATEGY
In order to convince drivers to slow down and drive safer, we targeted them not directly, but through their kids. So we conveyed our road safety message right on kids’ favorite toys nowadays, where it could have a real impact: within a game for smartphones and tablets. The novelty of the idea ensured large coverage by national prime time TV News and online media, starting a nationwide conversation about children’s’ safety on the road. The call-to-action occurs directly in the kids and their smartphones relationship. The in-game character speaks to kids every time legal speed is exceeded and tells them directly to ask their parent driver to slow down.
SYNOPSIS
The International Automobile Federation (FIA) is a global supporter of children’s safety on the road, acting in each country through national automobile clubs. In 2016, within the global “FIA ROAD SAFETY GRANT PROGRAMME”, the Automobile Club of Romania (ACR) wanted to create a campaign that will actually make drivers slow down and that will also push children’s road safety on top of the public agenda. The project would be implemented within their “Junior Copilot” road safety initiative. Problem? Traditional anti-speeding PSA’s and news go unnoticed by most of the drivers.
CAMPAIGN DESCRIPTION
Voters in low-income and minority neighborhoods have fewer places to vote and wait in long lines for hours to cast a ballot. Boost Mobile stores are located in these neighborhoods. So we did the unprecedented: We turned Boost Mobile Stores into voting stations on Election Day.
EXECUTION
Turning Boost Mobile stores into official voting stations was a monumental challenge. It took a team of 30 people calling and following up with 817 counties for six months. The team had to overcome resistance and skepticism from many counties – after all, this same system has historically suppressed minority voters – but we managed to find several election officials who shared our belief that the system needed change, and willing to take on the risk of trying something completely new. We partnered with TurboVote and Chance the Rapper to promote “Party at the Polls” events and an early voting day march to the polls. Social media channels played a huge role in getting the word out to vote on Election Day and to attend voting parties and the march.
OUTCOME
While long lines persisted in many low-income neighborhoods, in Boost precincts, voting ran smoothly and voter turnout increased 23% over the 2012 presidential election. A get out the vote event hosted in partnership with Chance the Rapper and Turbovote led to the highest early voting turnout in Chicago history. - 116 placements totaling 766 million total campaign impressions. Boost Mobile stores will continue to serve as official voting stations in the ongoing fight for equal access.
RELEVANCY
The Boost Your Voice campaign was a unique partnership with local governments, voting rights organizations, influencers, and elected officials to improve voting access in low-income neighborhoods. Voting is a fundamental American right, but the customer demographic Boost serves – low-income and minority Americans – face obstacles to casting their vote and are often unheard at the ballot box. With the repeal of the Voting Rights Act by the Supreme Court, and 868 polling station closures in low-income and minority neighborhoods, we saw an unprecedented opportunity to stand up for equal voting access.
STRATEGY
Our aim was to shine a light on the voting struggles of people in low-income and minority neighborhoods and inspire action from all Americans who believe in voting equality. To reach our target demographic, we took a grassroots approach – partnering with voting rights groups, election officials and top hip-hop artists to host get-out-the-vote events. We also designed a line of voter apparel to make “Voter” an empowering part of their identity. We also created a mobile-friendly web site with a polling station locator, shareable facts, and a video shining a light on the problem of unequal voting access.
SYNOPSIS
Boost Mobile is a prepaid wireless carrier. In the prepaid wireless industry, brand loyalty is very low; with no contracts, people often switch carriers to get the best deal. Boost Mobile’s brand mission is to be an ally for their customers and help them be heard – primarily low-income and working-class minorities in urban areas across the United States. Voters in these neighborhoods have fewer voting stations and are more likely to have to wait in line for hours. To these Americans, waiting in line means missing work and losing a paycheck. To help form a more meaningful connection with the community they serve, Boost Mobile set out to help their customers have equal voting access in the 2016 presidential election.
CAMPAIGN DESCRIPTION
This is the story of how a tiny twist to our global, iconic brand logo reached millions of Dutch people in a local and culturally relevant way. Every year, the king visits one of the Dutch cities to celebrate his birthday with the residents. The event is always broadcast live on national TV and watched by millions of people. In 2016, the main stage where the king would celebrate his birthday and where the live broadcast would take place, was located right in front of our local restaurant. So, we hijacked the event with a small, but sympathetic gesture addressed to our popular King, which filled the festive Dutch population with national pride. We did the unthinkable. For the first time ever, McDonald’s changed her logo. We flipped the iconic Golden Arches on the outside of our restaurant, creating a W for Willem as a tribute to our king.
EXECUTION
“If you are going to do something, do it all the way.” Right? Because that is what we did during our hijack of the biggest annual event of our country. Besides turning around the iconic Golden Arches of McDonald’s ? for the very first time in history ? On the outside of our restaurant, we took our stunt a little further. For just one day, we changed everything (and we mean everything) in our restaurant. Every item on the menu had a flipped M; from the packaging of the products to the façade of our restaurant building outside. This resulted in receiving incredible amounts of free media coverage and reaching millions of people, in just one day. Through one, local McDonald’s restaurant in The Netherlands.
OUTCOME
One little twist to the iconic McDonald’s logo in honour of our Dutch King, brought us some big results:• 30 minutes (of the 2 hours broadcast) on national TV, with more than 3.5 million viewers (>20% of the entire country)• An incredible amount of free publicity, amplified by the public• Media time on different TV stations• Earned (digital and social) media value at €1.1 million• Last, but not least, a very grateful Facebook post from the king himself
RELEVANCY
For the first time in history, we changed around McDonald’s iconic logo in celebration of our popular Kings birthday; one of the best media covered and celebrated platforms in The Netherlands. The brilliance of this creative idea is that sometimes you just need to find the tiniest twist (quite literally) to create a massive, nationwide impact.
STRATEGY
For our stunt during the most popular national celebration of the year, everyone in The Netherlands was our audience. To live up to our newly defined culturally relevant brand behaviour we wanted to do something on this special day, instead of tell something. We wanted to act, instead of spreading more ads. And Kings Day, a day that is loved by the Dutch, is the perfect event to do something like that. Especially, if you want your act to be seen by as many people as possible, as it is a day that gets a lot of attention from the media and all those who are celebrating. Moreover, we made sure that our stunt was consistently implemented; from packaging to outdoor.
SYNOPSIS
Many people still see McDonald’s as a predictable, American fast-food chain. Our newly defined brand purpose? to spark spontaneous moments of joy? will play a defining role in changing that perception. That’s why our objective was to demonstrate to as many people in The Netherlands that McDonald’s is a modern and spontaneous brand. And what better way to show that we support spontaneity than on an (extremely well covered) national holiday that is usually fully thought out; where each move the birthday boy makes is pre-conceived. On Kings Day (you know, that day when the entire Dutch population takes to the streets and dresses in orange). We wanted to publically demonstrate what we stand for, by inspiring our popular King (always up for a good joke), and the rest of The Netherlands that any moment, how predictable it might feel, can be turned into a spontaneous moment of joy.
CAMPAIGN DESCRIPTION
No matter where you are from or what language you speak, fans want to learn/speak the language of Narcos.Combining the universal language of humor with the raunchy dialect of the show we created “Narcos’ Spanish Lessons”. The characters from the show became the tutors in branded content videos. Each character gave a lesson teaching words in Spanish you don’t exactly learn in grammar school. Pardon our “French” while we demonstrate:Coma mierda (ko-ma-mee-err-dah): eat shit.Hijo de puta (ee-ho-day-poo-tah): son of a bitch.Malditos malparidos (mal-dee-tohs mal-pah-ree-dohs): damn bastards.
EXECUTION
The first lessons were shared organically on Narcos’ social channels within conversations about the show, or during contextually relevant times. For example, on a Friday afternoon we posted “what to say when your friend bails on your weekend plans”: ‘Malparido’ (‘bastard’).After releasing a few videos, we asked fans to request some of their favorite lines... and Narcos obliged. A total of nine Spanish lessons were shared over a period of two months.
OUTCOME
The content blew up. Completely organic, it generated 30% of engagement across all content posted for Narcos Season 2, even outpacing the paid promotional content. Reflecting on our original goals:+ Generate excitement and discussion: Over 1.2 million total engagements.+ Raise awareness of Season 2: Completely organic, the campaign reached 52 million people and generated over 13.3 million views.+ Grow followers of Narcos social platforms: Narcos saw a follower increase of over 50%, which can be largely attributed to this content series. For example, the day of and day after posting just one lesson, the Facebook page saw an increase of 15,000 likes.+ Sales: In Q3 of 2016, Netflix added approximately 3.57 million subscribers worldwide, 55% over their target. Narcos Season 2 was named by the CEO as one of the biggest factors of the company’s success in his shareholder address.
RELEVANCY
Netflix is web-based. It’s streaming. And fans of streaming shows are more likely to have their social media open and active.The Narcos social platforms have over 3.5 million followers who already love the show. That's a lot of free advocacy if we give them something to talk about. The Spanish Lessons campaign built on the reputation of the show, and interacted with Narcos fans to give them more of the crude, rude show that they love, banking on those fan sharing with potentially new Narcos fans to promote the new season.
STRATEGY
While conducting research and social listening from global activity around Narcos Season 1, we found one tiny nugget – one recurring comment from all regions – that inspired the concept for Season 2. “Watching Narcos has taught me more Spanish than I learned in high school.”- @lauren_schattle Fans were loving and discussing how they were learning Spanish from the show, and not just the basic “hola” and “muchas gracias” phrases, but the more realistic and authentically crude language. “RT if you’ve started thinking random curse words in Spanish after watching Narcos.” - @Vikram_Poddar. We shared the Narcos Spanish Lessons with fans and like-interested social media users specifically on Twitter where a lot of this conversation was already happening. We also shared it on Facebook because we already had a large following, knowing that it would organically reach millions more users through follower engagement – particularly shares and commenting.
SYNOPSIS
The plan was to promote Season 2 of Narcos with a global multicultural campaign. We had to find out what gave Narcos its cross-cultural magnetism across borders. What was that common thread? Our objective was to take the Narcos story beyond the Netflix platform. Without paid media, create innovative social content that would propel the existing fans to share their Narcos obsession and attract new Narcos fans worldwide.Specifically: + Generate excitement and discussion, KPI: social engagement+ Raise awareness of Season 2, KPI: reach+ Grow followers of Narcos social platforms, KPI: follower increase
