Nike: Unpack Your City
Insight
Nike has released a limited-edition shoe that celebrates the spirit of Shanghai’s architectural “golden age,” paying homage to multiple generations of the city.
The honour to the city even extends to the packaging, in a way that truly lives the ‘Just Do It’ message and gets people moving at the moment of unboxing.
Idea
The tissue paper new shoes are wrapped in is transformed into an interactive, reusable map of Shanghai.
The printed map triggers a unique Augmented Reality experience, unlocked via a WeChat Mini-program. The app grants access to workshops, community runs and activities, across the neighbourhoods of Shanghai.
Impact
Thousands of people access the new AR world.
Through a simple mobile booking mechanism, owners sign up to various experiences to put their new shoes to use across the city.
AKQA is a design and innovation company that employs over 6,500 professionals across 20 countries. Named Digital Agency Global Network of the Year in Campaign’s 2023 Global Agency of the Year Awards, AKQA was also awarded the Cannes Lions Grand Prix for Digital Craft in 2023, and the Grand Prix for Design in 2021. In 2023, AKQA was recognised as a winner in Fast Company’s Innovation by Design Awards. AKQA also won Fast Company’s World Changing Ideas in 2021, and 2022 and led Gartner’s research into global marketing agencies in 2021.