words // Brennan Hiro Williams
How do you convince a nation of 1.3 billion people that running is more than punishment or a boring chore?
Nike and AKQA agency are undertaking a campaign to inspire a new generation of runners in China, aiming to change perceptions about pounding the pavement in the country's congested, smog-filled city centers. Using social media network Weibo, Nike asked Chinese runners to submit their personal reasons for running, and have begun leveraging these stories into the marketing campaign, integrating a sense of grass-roots authenticity.
Will it work?
via Freshness
