Tiago
Pereira

Creative Mestizo

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

Acabei de pegar meu kit da prova. #riocorre10k

Posted by Glaucia Rispoli on Friday, November 22, 2013

Estou a 500 metros da chegada. #riocorre10k

Posted by Pedro Doria on Sunday, November 24, 2013

Eu escolhi correr e cheguei até aqui. #riocorre10k

Posted by Roberto Costa on Sunday, November 24, 2013

THE PROTOTYPE

THE PRODUCT - A collaboration from LiveAD, Questto|Nó, and Base

THE CAMPAIGN


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.

I like this! Fake Hands Let Runners High-Five Their Friends Online (via PSFK): http://buff.ly/J1YNnp

Posted by Mitch Joel on Tuesday, December 10, 2013

Galera, a entrega dos kits já começou, não deixe para última hora! Lembre-se de trazer um documento com foto e o...

Posted by Nike Corre on Thursday, November 21, 2013

Reality sucks, but it's great.
(wait for it ↓ )