Here’s one we missed from earlier in the week: an animated spot from Nike’s digital agency AKQA based on…data drawn from the client’s wearable tech device.
As the agency explained to Mike Shields of The Wall Street Journal’s CMO Today blog, Nike collected data from the “most active users” of its Nike Fuelband product throughout 2014. Agency and client then “visualized” the data in order to create customized animated films depicting each customer’s “year in exercise.”
Each of those individualized videos also includes geographic personalization based on the cities in which users exercised during 2014; Nike emailed the clips to Fuelband’s top 100,000 users.
Here’s the “national” version of the video:
As AKQA Creative Director Whitney Jenkins told WSJ, the hope is that these users will share their videos so as to lightly brag about 2014 accomplishments, thereby inspiring more workout fanatics to buy the Fuelband.
If you actually exercise and use the app, here’s the page to visit for that personalized clip.
Advertising Agency: AKQA
Creative Director: Whitney Jenkins
Associate Creative Director: Brett Reese
Senior Creatives: Aaron Seymour-Anderson, Thom Lovegrove
Producer: Katie Reardon
Senior Account Director: Justin Micklish
Associate Planning Director: Ben Taylor
Illustrator: Matthieu Bessudo / McBess
Production House: Bläck