Nike: Kids
We have all heard that kids are less active today than in the past, moving away from traditional sports. But play is still a massive part of their lives. In an attempt to get 8-12 y/o kids active during October half term we worked with Nike to turn kids' imaginary sports into real sports. We started by putting out an announcement that called for submissions, anchored by Nandi Bushell insane 11 y/o drummer/skater. Leading all who watched to a microsite on Nike.com/playlab.
Copywriter - Philippa Beaumont
Art Director - Freddy Taylor
Then we partnered with the Guardian, cinemas across the land and Time Out to hand out 100,000 (environmentally friendly) poster 'Play Packs' that allow kids to play three new sports (imagined by actual kids) and then imagine + submit their own.
Finally, we turned Nike Town London into an imaginary sports submission and play zone.
