We launched the ‘Take the city’ graffiti challenge, an ingenious Facebook application to draw running routes on satellite pictures of the city. But not just any running routes, but virtual graffiti runs in creative shapes, resulting in surprising routes such as ‘The fries’, ‘The Butterfly’, The Pacman, and even the Space Invader. People could run them and invite their friends for a run through Facebook events.

The target audience is all youngsters who live in cities and are active on social media such as Facebook.

Instead of telling people why running is fun, we decided to màke running more fun.

Next to a lot of attention in the Dutch and Belgian press, the ‘likes’ on the Facebook page rocketed. More than 10.000 youngsters joined the Nike Running club on Facebook, where 329 of them created their own, unique graffiti run. With this campaign, we inspired a new running club and a lot less individual way of running.

The strength of the creative and originality:We offered a tool to draw creative running routes on a satellite picture of the city.

Why is it most appropriate to the brand:In order to sell more running shoes, we created an application to make running more fun, for a broader audience than ‘running people’.