Tag: Nike

Republica Popular do Corinthians

Corinthians, a Brazilian football club, celebrated its 100th anniversary in 2010. Nike decided to give the club’s more than 30 million fans a gift that would measure up: a new country called “Republica Popular do Corinthians”. In number of inhabitants this new country was bigger then 150 other countries in the world.

To guarantee the recognition of Republica Popular do Corinthians as a country, ad agency Nazca Saatchi & Saatchi from Sao Paulo developed everything a nation has i.e. a coat of arms, documents, legislation, a flag, currency, heroes and an embassy. Even a president was appointed. The campaign generated free media coverage worth $7,800,000!

Nike Air Digital Installation

A Nike Air shoe hovers above a levitating platform in-store. The installation makes “Air” physical. The shoe looks suspended, and the display behaves like it is defying gravity.

The idea. Bringing “Air” to life

This digital installation for Nike, by +Castro and BBDO Argentina, turns the Nike Air story into something you can experience in a store. A levitating shoe platform suspends the new range of Nike Air shoes and makes the benefit feel real, not claimed.

How it works. Blow to race

The twist is that the experience is not limited to the store. If you are in-store, or even online at The Nike Air Show, you get to race the Nike Air shoes live by blowing into a microphone. The installation reads the volume of air you blow and translates it into power for your Nike Air Race.

Why it works. In-store plus online, one mechanic

The activation keeps the interaction simple and intuitive. Air in. Speed out. It also connects two environments that are usually separate. A physical point of sale moment and an online experience. With one shared mechanic.

A few fast answers before you act

What is the Nike Air digital installation?
A levitating shoe platform in-store that suspends Nike Air shoes and turns the “Air” benefit into a physical experience.

What is the interactive element?
A microphone-based mechanic where people blow air to generate power for a live Nike Air Race.

Where does the race happen?
In-store, and also online at The Nike Air Show.

Who is behind the work?
+Castro and BBDO Argentina.

What is the transferable pattern?
Make the product benefit tangible, then use one simple input to connect the in-store moment to a parallel online experience.

Nike: Music Shoes

Shoes as we know it are never going to be the same again. Nike has just come up with the first of its kind music shoes!

Here is a short video showing how the shoes were made…

This is the final Nike Music Shoes ad…

Why this idea feels like a shift

The shoes are not styled as fashion first. They are staged as an instrument. That reframing matters because it turns product into performance. You do not watch someone wear them. You watch someone play them.

  • Product becomes interface. Movement is translated into sound, which makes the shoe feel “alive”.
  • Proof in the making. The build film adds credibility and curiosity before the final creative payoff.
  • Shareable demonstration. People want to show others because the concept is easiest to understand when you see it.

What to learn from the two-video structure

Pairing a “how it was made” film with the final ad is a smart sequencing move. First you earn belief. Then you deliver the spectacle. In innovation storytelling, that order often performs better than going straight to the hero spot.

A few fast answers before you act

What are Nike “Music Shoes”?

They are a concept where the shoe is treated like a musical instrument, translating movement into sound to create music through performance.

Why include a making-of film as well as the final ad?

The build film establishes credibility and explains just enough to make the final ad feel possible, not magical.

What is the core creative pattern here?

Turn a product into an interface, then let a live-style demonstration carry the message without heavy explanation.

How can brands reuse this idea without copying it?

Identify one product behavior you can translate into a new medium, then show both the “proof” and the “performance” as two linked chapters.