Air Max Graffiti Stores
为了在巴西圣保罗推出耐克最新款气垫鞋Air Max，创意机构AKQA 圣保罗洞察后发现官方正在打压街头涂鸦文化，于是耐克借此机会把Air Max和各地广泛的街头涂鸦文化联系起来，通过和巴西街头艺术团体InstaGraffiti合作，在原有街头涂鸦人物的脚上喷涂上耐克Air Max鞋样，给这些涂鸦人物“穿鞋”，路人用手机扫描图案会跳转到耐克线上商店，可以选择购买同款气垫鞋，从而把圣保罗城市一角的涂鸦墙变成街头涂鸦商店。
Creative Agency : AKQA Sao Paulo
Media Agency : Wieden+Kennedy São 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
项目信息
品牌/广告主
NIKE 耐克
营销机构
Creative Agency 创意代理商
AKQA 圣保罗 巴西
参与者
奖项荣誉
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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