Cannes Lions

THE UNSTOPPABLE TRIBUTE – NIKE JDI Shanghai City Attack

WIEDEN+KENNEDY SHANGHAI, Shanghai / NIKE / 2016

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Overview

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Credits

Overview

Description

Celebrate the unstoppable spirit of Shanghai Marathon runners by immortalizing their moment as they crossed the finish line. Exhaustion, excitement, pride, and glory; we wanted to capture it all and make them sharable on social platforms for the world to see and understand what it means to be unstoppable.

Execution

At the 2015 Shanghai Marathon, we placed cameras set to shoot two shots per second, to capture runners’ unforgettable finish line moment. We synced each image with the race time and fed the massive data to a team of 50 designers and compositors on standby in our control room. In a span of six hours, we inspected, cropped, treated, and stitched each image with care and attention into a digital collective mural in real time.

That evening, the massive collage composed of all the Shanghai Marathon finishers, went live online. We called it 'The Unstoppable Tribute’, a unique and collective composition, that, if put into the real world, would stretch over 3 miles.

Outcome

That night, over 10,000 Shanghai Marathon finishers could find themselves by inputting their race time on their mobile. The Tribute received over 25,000 visitors in the first two days and over 7,000 runners shared their unforgettable moment on social media. Showing the world the pride and glory of this unique breed.

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