Commentary
AKQA - Nike, "PHOTOiD"
- by August 26, 2008
Nike, "PHOTOiD"
http://www.akqa.com/nikephotoid
Finalist Mobile or Wireless Campaign
Joel Godfrey, project manager; Michael Aneto, head of media planning; Alison Rushworth, user experience architect; Davor Krvavac, art director; Duan Evans, creative lead; Geoff Northcott, account director; Nick Bailey, senior copywriter; Robert Gilks, senior software engineer; Sebastien Rousseau, head of mobile technology; Sue Jackson, user experience architect; Dan Rosen, head of AKQA mobile; Jonathan Hum, Mobile Strategy Director; Andrew Burgess, Mobile Producer
Akqa pushes mobile advertising's one-to-one interactivity by letting the user customize footwear via phone cam. Nike PHOTOiD extracted the dominant
hues from any photo sent in via mms shortcode (like a pic of graffiti, a landscape or a favorite shirt) to create a matching, customized show. The participant quickly received a link to the
personal footwear superimposed on their original image. akqa engaged the unique multimedia properties of the platform to enlist the consumer in building the Nike message. Usergenerated content
and personalized elements combined to serve the larger interests of the brand.
