Air Max Graffiti Stores
為了在巴西圣保羅推出耐克最新款氣墊鞋Air Max，創意機構AKQA 圣保羅洞察后發現官方正在打壓街頭涂鴉文化，于是耐克借此機會把Air Max和各地廣泛的街頭涂鴉文化聯系起來，通過和巴西街頭藝術團體InstaGraffiti合作，在原有街頭涂鴉人物的腳上噴涂上耐克Air Max鞋樣，給這些涂鴉人物“穿鞋”，路人用手機掃描圖案會跳轉到耐克線上商店，可以選擇購買同款氣墊鞋，從而把圣保羅城市一角的涂鴉墻變成街頭涂鴉商店。
Creative Agency : AKQA Sao Paulo
Media Agency : Wieden+Kennedy S?o Paulo
Production Company : Zohar Cinema, Hefty - Brazil
Leadership : Hugo Veiga, Diego Machado
Supervision : Renato Zandoná
Concept Execution : Christiano Vellutini, Guilherme Pinheiro,Pedro Araujo
Strategy : Luiza Baffa, Renato Migrone
項目信息
品牌/廣告主
NIKE 耐克
營銷機構
Creative Agency 創意代理商
AKQA 圣保羅 巴西
參與者
獎項榮譽
2020
D&AD Awards
Direct | Direct Response/Ambient
Graphite Pencil
2020
D&AD Awards
Digital | Cohesive Use of Physical & Digital
Graphite Pencil
2020
D&AD Awards
Experiential | Out-of-Home
Yellow Pencil
2020
The One Show
Out of Home | Innovation in Out of Home
Gold Pencil
2020
The One Show
Mobile | Utility | E-Commerce
Merit
2020
The One Show
Direct Marketing | Non-traditional & Guerrilla Marketing
Bronze Pencil
2020
The One Show
Experiential & Immersive | Events / Stunts / Competitions
Gold Pencil
2020
The Webby Awards
Apps, Mobile, and Voice | Integrated Mobile Experience
Nominee
2019
Cannes Lions
Outdoor | Ambient Outdoor
Silver
2019
Cannes Lions
Media | Social Behaviour & Cultural Insight
Grand Prix
2019
Cannes Lions
Creative eCommerce | Single-market Campaign
Bronze
2019
Cannes Lions
Mobile | Activation by Location
Bronze
2019
Cannes Lions
Outdoor | Displays
Bronze
2019
LIA
Integration | Business-to-Consumer
Finalist
2019
LIA
Digital | Apparel
Gold
2019
LIA
Ambient | Apparel
Bronze
2019
CLIO Awards
Fashion & Beauty
Bronze
2019
CLIO Awards
Out of Home | Other
Grand
2019
CLIO Awards
Digital/Mobile | Other
Bronze
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