The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Influencer Marketing / Multi-Channel
Annual ID
OS22_SM085M
About the Work
The Nike FlyEase is one of the best inventions of 2021, according to Times Magazine. It’s life-changing innovation for athletes of all abilities. But when it was first launched, it got off on the wrong foot. It ended up in the hands of Hypebeasts and bots. For its relaunch, Nike asked us to get it on the feet of the people who needed it most.
We wanted to go beyond just saying who the FlyEase innovation is for – and actually show it. We took the iconic ‘Behind the Design’ content series, a Sneakerhead favourite, and reframed it to ‘Why The Design’ to not only show why its so innovative but also why it’s designed for adaptive athletes. Influencing Hypebeasts into NOT buying the shoe to get it onto the feet of the people who need it the most.
For this adaptive makeover, we spoke to record-smashing adaptive athletes and highlighted them on Nike’s channels. Then we partnered with adaptive influencers already documenting their lives with disabilities, showing their communities how the innovation is a game-changer for them. The result was content from the people who benefited from the FlyEase range the most, told in their own way, to the people who needed it the most.
We wanted to go beyond just saying who the FlyEase innovation is for – and actually show it. We took the iconic ‘Behind the Design’ content series, a Sneakerhead favourite, and reframed it to ‘Why The Design’ to not only show why its so innovative but also why it’s designed for adaptive athletes. Influencing Hypebeasts into NOT buying the shoe to get it onto the feet of the people who need it the most.
For this adaptive makeover, we spoke to record-smashing adaptive athletes and highlighted them on Nike’s channels. Then we partnered with adaptive influencers already documenting their lives with disabilities, showing their communities how the innovation is a game-changer for them. The result was content from the people who benefited from the FlyEase range the most, told in their own way, to the people who needed it the most.
2022 Awards
Total Points: 3
Merit
Credits
Digital Agency
AnalogFolk / Amsterdam
Art Director
Kaz Salemink
Zoe Akihary
Chief Creative Officer
Carren O'keefe
Copywriter
Jake Kedge
Noam Kaestner
Project Manager
Matt Lindsay
Strategy Director
Pierre-Axel Pejouan
Account Team
Jaspreet Bahra
Business Lead
Roddy Taylor
Project Director
Sebastiaan Peters
Senior Strategist
Sofia Bodger
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