You can’t predict the weather, but you can commit to running. Despite the worst weather. We encouraged to ignore the circumstances and beat complete the challenges. The best runners in executing the unexpected plan won NIKE sneakers Air Zoom Structure 18 in limited edition boxes.
You can’t predict the weather, but you can commit to running. Despite the worst weather. An excuse can become the best motivation for you. That’s the insight of Plan the unexpected, a digital campaign for NIKE. Runners were encouraged to ignore the circumstances and complete the challenges. Those who signed up for the Nike+ event Plan the unexpected received five running challenges. The challenge required eg. running 5 km at night, beating any of the previous records, or running as soon as possible after receiving the notification.
Design & animation
We prepared the visual identity of the activation. We created logo, limited edition of boxes for sneakers, weather-reponsive banners, branding of the post machine in which the awards were waiting for the winners. The best runners received the thermo-active letters. The message about an unexpected reward, appeared after placing the cards in a low temperature.