Nike Running Hi-5
The idea: Let a runner high-five all of their friends at once, in real-time, along the Rio Corre 10K race.
The brief was to make the most fun and social race ever.
But during a run, everything other than you is interruption.
We had to go beyond the intuitive. To be almost inevitable.
Nearly instinctive. And fun.
Role: Creative Writer | CD
The race was announced across all Nike channels in Brazil and brought together more than 12.000 runners. The digital glove was offered for free at the registration event, where Facebook accounts were then associated with each runner.
The Hi-5 has hyped the campaign among younger audiences and contributed to the brand's long-term effort for Brazil: to refresh running culture nationwide and make it increasingly cool.
Reality sucks, but it's great.
(wait for it ↓ )