CLIENT: Nike - You imagine it, Nike make it.
In an attempt to get 8-12 y/o kids off their bums in October half term we convinced 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
Directed by Keane Pearce Shaw
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.
We turned Nike Town London into an imaginary sports submission and play zone.
Then we began to bring some of the submissions life for real. Via certificates, renders of equipment, 3d typography, posters and full blown IRL games.
Oh and uniforms.
We're still in the submission stage of this project, so next we'll be bringing more of the kids' imaginary sports to life.