NIKE - RUNNERS HELPINGS RUNNERS
NIKE - RUNNERS HELPINGS RUNNERS
Role: Creative Director / Art Direction / Design / Animation / VFX Client: Nike Japan / AKQA Tokyo 2022 Deliverables: Content Series / Film Campaign / Print Campaign / Social Content / Editorial /ux
Insight: The Tokyo Marathon is the biggest running event in Japan, a World Athletics Platinum Label and one of the six World Marathon Majors. The event was cancelled in 2020 and 2021 due to Covid-19, but the iconic finish line is finally back
Idea: Runners Helping Runners is a global campaign by Nike to support the running community worldwide. For the Tokyo edition, Nike Japan collaborated with elite runners, athletes and influencers to curate a list of frequently asked questions to help guide first-time marathoners.
Presented by Japan’s fastest Olympic Marathon Runner, Suguru Osako as the Commander, a network of Nike coaches, athletes, and runners help other runners. Comedian Yuriyan Retriever plays the Chief Cheering Officer as first-time marathoners call the hotline asking for advice.
EPISODE 1: Runners Helpings Runners
EPISODE 2: Runners Helpings Runners
EPISODE 3: Runners Helpings Runners
EPISODE 4: Runners Helpings Runners
The Impact:
Helping runners to conquer the race. Nike Japan set the highest ever footwear market share at the 2022 Tokyo Marathon, with 48.6% of participants wearing the swoosh, and Runners Helping Runners generated 66 million media impressions.
