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Nike Your Year

Insight

During 2014, Nike+ recorded every mile you ran, each minute you trained and fuel point you earned – but what good is this data if it doesn’t motivate you to do more?

The true value of big data doesn’t lie in reflection, but in the opportunity to take the data and turn it into a personal, relevant and motivating story.

A cartoon runner in athletic gear jogs through a city with skyscrapers, the Statue of Liberty, and a bridge in the background. A car drives on a nearby road. The art is in black and white with a retro comic style.
A black-and-white cartoon shows a smiling man wearing athletic clothes and a headband, standing in the foreground, while a woman jogs past cheerful buildings with signs like “RUN” and “HELLO.” The scene is branded by Nike.
A cartoon woman in athletic wear stands confidently with hands on hips. In the background, urban buildings and a large donut-shaped sign read KEEP MOVING. The image has a black-and-white, sketch-like style.

Idea

Inspire the top 100,000 Nike+ members to push harder in 2015, by turning their 2014 data into a review of their past year and a challenge for the next.

In partnership with Mcbess, a French illustrator, over 1,500 hand-crafted animation clips were generated by member data. These populated a custom-cloud server to render over 125 million frames to create the final 100,000 videos. Each video was sent out in time for New Year – to ensure members hit the ground running.

Impact

Surprised. Inspired. Motivated. These personalised films accomplished their objective. Nike+ members went online en masse to share their opinions – and pledge to achieve the goals identified by their data.

The campaign also struck a significant chord with online and print publications, which began to ask: what do we mean by big data and how can we make better use of it?

  • Gold

    Data and Human Experience of Online Data Visualisation

  • Grand Prix

    Best Digital Video

  • Grand Prix

    Best use of Social Data and Insight

  • The Wall Street JournalNike and AKQA turn people’s running data into 100,000 unique videos ↘

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