Boondoggle Amsterdam came up with a campaign for Nike that made running less serious. They distracted youngsters from their boring running schedules and challenged them to release their creativity on Amsterdam by using their feet as paint instead!
A Facebook app called ‘Take Mokum’ (Amsterdam’s local nickname) was developed that allowed runners to make digital graffiti’s on the map of Amsterdam. All they had to do was actually run the route and upload their KMs with Nike+. The app would then paint the graffiti for them. These graffiti’s could then be shared, and liked fanatically. The result? Young Amsterdam starting running and Nike’s mission to change running was actually experienced by youngsters.