Nike Air Max Day Hong Kong steps back in time with interactive installations via Ogilvy & Mather

NIKE87.jpgHong Kong is crazy about sneakers - it even has a street named after it. So to celebrate Air Max Day on Thursday March 26, Ogilvy & Mather Hong Kong created interactive installations that invited guests to "Step Back in Time" in Nike stores and on the streets, showing how this iconic sneaker has been a part of popular culture since its debut in 1987.

SIGHT.jpgTASTE.jpgSMELL.jpgTo reflect Nike Air Max's evolution over the years, the execution involved close collaboration with local artists who grew up in Hong Kong who were invited to go back in time and illustrate their own interpretation of this unique product journey.

The five locally-born and bred artists created a story for each Air Max model, which were brought to life as in-store, interactive installations on Air Max Day and on street posters which spread the message in strategic locations around Hong Kong. This was much more than just another artistic brand interpretation.

Ogilvy & Mather and Nike took people "back in time", with each in-store installation evoking the five human senses of sight, sound, smell, taste and touch imbedded in the artwork.

NIKE95.jpgEach installation was interactive: scan QR codes to watch vintage local TV shows, plug in headphones to hear old songs, smell yesterday's favorite local delicacies with special scented ink, press a button to receive candy from childhood and touch mobiles on the hidden NFC to download artwork.

Credits: Chief Creative Officer: Reed Collins
Creative Directors: John Koay, Paul Suters
Art Directors: John Koay, Anita Ng
Head of Creative Technology: Craig Mason
Group Account Director: Penny Chow
Account Manager: Ava Lee
Account Executive: Faye Kwong
Illustrator: Simon Koay, Little Thunder, Parent's Parents, Ah To, Kristopher Ho


Aghast said:

This style is straight up ripped from the title sequence of HBO's Silicon Valley

SneakerFreak said:

Nice work! Not just another brand x artist. It actually as an idea behind it with applied technology to enhance it! Never mind the haters out there.

Tomy said:

Real sneaker heads rather they give away physical posters and freebies to collect. Not some experience that lasts 3 sec. This makes Nike feel like a Reebok.

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