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Nike: Shanghai Fast
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The Shanghai marathon is one of the most important in China, and every year runners join from all over the world. So this year Nike will celebrate the speed of the city and the people in it with a brand new campaign, “SHANGHAI FAST.” Shanghai is one of the fastest moving, most prosperous cities in the world. Being an athlete here means pushing yourself even harder which isn’t easy. So Nike challenged athletes before the upcoming Shanghai Marathon – provoking them to live up to it’s speed – and be “SHANGHAI FAST.” The ninety-second film features a female runner at the end of a mundane run suddenly taunted by a series of mysterious city locals that challenge her to keep up with their speed. As our heroine reaches the end of the chase, she glances back to find she is now the one being pursued by a horde of runners all gunning for her place as the new leader. A twisted reminder that in Shanghai, fast is just the beginning. The campaign kicked off with a city-wide take over, activating a variety of traditional and non-traditional OOH, interactive neon installations along popular running routes, social content, as well as in-store videos and graphics for the retail experience.
Sr. Experiential Creative: Marula Vaz Related |
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