OVERVIEW

Nike was opening a premium customisation studio in NikeTown London. Here, sneaker-heads could design their own shoes in free one-on-one appointments with NIKEiD Design Consultants. A VIP experience ordinarily reserved for sporting royalty.

Our challenge: to let cool young Londoners in on the game.

Pre-launch, 50 influential Londoners were invited to NIKEiD London Studio via a personalised video message on complimentary iPod nanos.

Post-launch, we made the shoe addicts who created their own designs the stars of the campaign, almost immediately. We displayed their photo, shoe and a line written by them on a kaleidoscopic background on giant video walls in NikeTown London’s windows.

Using technology we developed, each kaleidoscope was dynamically created out of components from the customer’s design – making every ad totally unique.

We displayed these one-off pieces in near-real-time in NikeTown, on NIKEiD.com and on cube installations on the streets of London.

Using the NIKEiD street cubes, we released fast-track studio appointments via Bluetooth while using the installations’ video screens to take the unique ads to a wider audience.