Nike

I created a series of integrated digital ads to promote Nike’s new Vaporfly 4% Flyknit trainer to support their ‘FAST AS F4%K’ campaign.

Adobe Photoshop • Adobe After Effects

 
 
 
 

Challenge

Nike wanted to advertise their new Vaporfly 4% Flyknit trainer that is scientifically proven to make you run faster and reduce your time by up to 4%. They needed a series of creative advertising to run across social media channels, creative display banners and interactive digital out of home to promote their ‘FAST AS F4%K’ campaign. Nike believe that working with the world record marathon holder Eliud Kipchoge and the Vaporfly 4% Flyknit trainer, the 2 hour marathon time barrier will be broken for the very first time.

Delivery

We supported the ‘FAST AS F4%K’ campaign by introducing a series of digital advertisements titled ‘YOU’RE TOO SLOW TO SEE THIS AD’. The idea was that you had to be ‘FAST AS F4%K’ in order to see the advertising, and qualify you to be able to make the purchase of this highly in demand running trainer. Once you had proven you were fast enough to buy the trainer, you then had the trainers delivered to you in a partnership with Deliveroo in under 2 hours.

 

Results

After presenting the ideas to Nike at their London HQ we successfully won the pitch and were due to launch the campaign in the week-long build up to the London Marathon. However, due to a last minute change in timeline internally at Nike, we were prevented from being able to run the advertising for the London Marathon specifically. However the success of our creative ideation and ambition has led to more creative briefs with Nike.

 
 
 

Instagram Stories (Catch The Ad)

I created a unique reaction test hack to challenge users to see if they were ‘FAST AS F4%K’ enough to see the ad. Touching the screen causes a story video to pause, therefore the messages can’t be read without interacting, therefore boosting brand engagement.

Instagram Stories (Speed Tap)

This idea was an interactive zoetrope/flip book hack. Each ‘story’ is a static image, but when they tap through fast enough the static images form what looks like a stop-motion moving image. Only the fastest will be able to see the animated advert.

Facebook Canvas Scroll Ad

Here I stacked a long set of images on top of each other encouraging users to scroll at maximum speed. If you don’t scroll fast enough, the horizontal ‘windows’ won’t reveal the ad, but at maximum speed, the windows appear close together and reveal the full advert.

 
 

Social Media, Nike Run Club App and Spotify Promotions

This campaign works perfectly across all platforms from motivational social media posts that play on the campaigns ‘FAST AS F4%K’ title, integrating encouraging messaging into the Nike Run Club mobile app, and even creating a sponsored Spotify playlist where all of the tracks in the playlist are remixed to play at a 4% faster speed.

 
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Citymapper Partnership

Citymapper felt the perfect platform to make the audience aware of the incredible statistic that you can travel 4% faster when you wear the new Vaporfly 4% Flyknit trainers.

I calculated the distance it would take on average to run from A to B and then subtracted the time by 4%. This not only made the audience aware of the product, but it also encourages users to live a healthier lifestyle and attempt to run to your destination instead of taking public transport.

 
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Rich Media Mobile Banner

Using the mobile phones gyro motion sensors, users can be served ads that can only be displayed and activated if they are able to run ‘FAST AS F4%K’.

 
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