The Nike 'Speed' campaign uses posters to make the building walls appear to have been ripped away by the force generated by its Air Zoom Swift Vapor trainers. The campaign challenge was to dimensionalise speed in traditional and non-traditional media.
Ogilvy & Mather produced the creative and MindShare handled media, utilising a financial centre and the well-known Neo 19 building to link the trainers with speed in the minds of urban 20- to 34-year-old consumers. Ogilvy's account manager Annie Su said the creative was inspired by the product feature, focusing on how fast the trainers are and how they affect the surrounding environment.
Andreas Vogiatzakis, MindShare Taiwan managing director and country head, added: "The buildings are both located in excellent traffic spots and have either a huge surface window frame or smooth glass wall, which can clearly show the 'deformed windows'."
The supporting print campaign again used the 'ripped apart' effect to show the magazine's content being dragged away by the force of the trainers' speed.
Nike 'Speed' rips through Taipei's busy downtown
Nike has converted two buildings in the busiest part of Taipei into giant billboards to dramatise speed as part of a regional campaign for its new trainers.