RUNQI HE
The Full Story
About
NIKE
RUNNING 24
We amplified the global platform “Winning isn’t Comfortable,” taking over Shanghai and culminating on the Shanghai Marathon stage. We dominated the race route with messages to keep participants pushing, to embrace the pain and joy of running. Our one-of-a-kind takeover of the House of Innovation flagship store cemented the message at the retail level, leveraging real athlete push notes to inspire others.
CLIENT: NIKE
CREATIVE AGENCY: Wieden + Kennedy SH
ACCOUNT: Jessica, Gary, Victor
ART DIRECTOR: Keke, Alex
COPY WRITER: Gem, Kasee, Xiaozhu
CREATIVE DIRECTOR: Daniel, Zhong
DESIGNER: Loop
Before race day
We engaged directly with the runners, gathering authentic push notes. These genuine messages were then hijacked onto the exterior wall of the SH 001 store, creating pre-race hype and encouragement for the Shanghai Marathon participants.
We hijacked the Shanghai metro.
Race Day
Our Push notes idea hit great success through social media.
Post-Race Day
After the race, we created a quick social video for Zhang Deshun to congratulate her on achieving a three-peat victory
at the Shanghai Marathon.
On OOH digital screens, we produced a post-race push note short film,
encouraging everyone to keep running toward the next marathon.
