Putting up a gigantic football field upside-down on the ceiling at a busy MTR station concourse made a huge impact and broke through the visual white noise to reach our audience. It was attention-grabbing, and created “noise” among the general public.

After the launch, the number of visitors to nikefootball.com shot up by 40% and sales in Nike stores also increased in general. But the most significant impact we had was to set a trend among other marketers. After the success of the upside-down football field, marketers started considering the use of ceilings as an effective marketing medium more often.