By fusing tech and creativity together, Nike managed to score a Grand
Prix in Media for this campaign. It also made its way into Brazil’s graffiti
culture and sales shot up. For this campaign Nike located popular
spray-painted characters around São Paulo and asked the original
artists to add a pair of Nike Air Max shoes onto the character’s feet.
As for customers: by finding the artwork, they can unlock the ability to
purchase an exclusive pair through Nike’s app once they’ve confirmed
the location through GPS. Gorgeous!
Paco Conde: “An amazing idea that combines OOH and mobile, connecting
culture with e-commerce. Every week the brand offered exclusive sneakers
through its app, but people only could unlock them if they visited the
graffiti spots where the artists had painted the shoes. The app used GPS
signal from the user’s phone to confirm they were at the right location. ”