NIKE

#BajakJKT (Hack Jakarta)

Nike needed to get people excited about their first ‘Nike Run’ in Jakarta. Instead of promoting the run via traditional media, we spoke to runners on a platform that was sure to catch their attention: Roads.

We hacked (bajak) the city’s roads and turned them into running tracks with starting lines, track dividers, and messages to encourage people to run in the city.

We brought the messaging to social media by integrating a unique hashtag - #BajakJKT - on each street hack, which made people curious, led them to the event page and created one of Indonesia’s most prolific hashtags at the time.

10,000+ runners signed up in just 4 days.

Awards:
Creative Circle Awards 2014  // Gold  (Entertainment & Branded Content-Live Experience) // Silver (Integrated)