This was a global campaign, which meant the current situation around branded entertainment did not apply.

The campaign had no restrictions or regulations imposed on it other than Nike’s own branding guidelines and Instagram’s terms of service in using their API. Our only limitation was around storing user data and ensuring that we regularly checked Instagram’s services to ensure we were using the latest user profile details and aware if their profiles were public, private or no longer available.

The campaign had no restrictions or regulations imposed on it other than Nike’s own branding guidelines and Instagram’s terms of service in using their API.

Our only limitation was around storing user data and ensuring that we regularly checked Instagram’s services to ensure we were using the latest user profile details and aware if their profiles were public, private or no longer available.

The idea was simple; let’s enable sneaker lovers to immortalise their favourite Instagrams by fusing them with Nike’s iconic Air Max shoe – creating personalised designs. The shoes generated could then be purchased and worn with pride.

We created this addictively fun and intuitive app to be compatible with smartphones, tablets and desktops so creators could fuel their love of self-expression and personalisation with ease.

FOR JUDGES EYES ONLY

The campaign launched with no bought media. However, almost instantly Nike PHOTOiD generated mass engagement at an unprecedented rate.

In the first week alone, a staggering 100,000 Nike PHOTOiD shoes were created – amounting to an average of 600 per hour. We saw an 8% click-through rate of users going to the NikeiD store to buy their creations.

The response from the consumer and trade audience alike was overwhelming, including responses such as the following from Instagram:

“This is the coolest use of the Instagram API I've ever seen.” – Bailey Richardson, Instagram.