Nike asked us to give customers a way of tapping into their creativity and the NIKEiD service through their mobile. We created Nike PhotoiD, the ultimate fusion of mobile technology and creative shoe design, giving sneaker heads the chance to create unique kicks from any inspiration, at any time.

Here’s how:

1. Shoot something you like on your mobile
2. MMS your picture plus the word DUNK to 88247
3. We create a unique Nike PhotoiD Dunk based on the colours in your picture and text you the shoe design
4. Enter your DESIGNiD at NIKEiD.com to customise and buy

The Nike PhotoiD service we created plugs revolutionary image recognition technology into Nike's existing NIKEiD service, transforming your mobile into a pocket design studio throughout nine different territories. We then set about creating an identity and positioning that would sit comfortably alongside NIKEiD but also clearly differentiate our unique offering.

Nike PhotoiD - Shoot Your Colours created a powerful, simple, yet intriguing insight into the service. Using this, we propelled Nike into an exciting new space, helping customers connect to NIKEiD in an exciting new way that set a new standard for mobile marketing.

www.nikeid.com/photo