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Nike China's Reactland Campaign Takes Runners into Dream-Like Video Game, 1 week, 1 day ago

Created by W+K Shanghai, the immersive experience allows people to enter fantasy world 'Reactland' and trial new shoes

Nike China's Reactland Campaign Takes Runners into Dream-Like Video Game

Nike reinvented cushioning with NIKE REACT technology for the new Nike Epic React running shoes. It’s a shoe that combines bounciness and softness, while keeping it extremely light and durable. But how do you communicate all of these characteristics to the consumer during a 3 minute in-store trial?

Welcome to Reactland. To communicate the feeling of NIKE REACT technology, Nike China and its long term creative partner Wieden+Kennedy Shanghai launches an immersive video game experience in store where people can trial the shoes, transport themselves into the game as the main character and enter a fantastic land populated by the soft springy characteristics of NIKE REACT. This fantastic world is populated with clouds, springs, pillows and other fun elements to metaphorically demonstrate the benefit of NIKE REACT technology. 

The experience is simple: scan yourself to create your avatar, put on a pair of NIKE REACT shoes, jump on the treadmill and use a handheld button to navigate Reactland. The further you run in Reactland, the higher you make it on the leaderboard.

Players run through a floating metropolis in China, the Great Wall built in the clouds, a super soft panda land, a bubbling Fuji Mountain, a bouncy Santorini, a jumping frog in France and a slinky Tower of Pisa all the way to the Statue of Liberty – all global locations fantastically modified to communicate the benefits of NIKE REACT technology.

After participating, players receive a 10 second, highly sharable video of them running through Reactland to spread on social media. Anyone interested in the amazing NIKE REACT technology can experience it via Reactland at selected Nike Stores in Shanghai, Beijing, Guangzhou and Chengdu.

Reactland boldly challenges traditional in-store shoe trialing by combining entertainment, sharability and product education into a 3 minute experience.

Advertiser: Nike China

Brand: Senior Director of Brand Experience: Simon Lee

Brand Communications Manager: Director of Greater China Brand Communications: Che Lin

PR and Social Media Manager: Evelyn Hsu

VP, Marketing: Steve Tsoi

Creative Agency

Creative Agency: Wieden+Kennedy Shanghai

Creative Director: Okan Usta, Hesky Lu

Copywriter: Aier Xu

Art Director: Josh King

Producer: Fang Yuan, Yi Nong Dong, Martino Butti

Executive Creative Director: Ian Toombs, Vivian Yong

Executive Producer: Marc D'Souza

Senior Account Manager: Qinna Ye

Production Assistant: Rose Hung

Business Affairs: Jessica Deng, Kathy Zhan

Interactive Producer: Xiong Xiong

Project Manager: Nicole Bee (Head)

Senior Planner: Leon Lin

Tech Lead: June Xie, Andrew Oaten

Senior Designer: Fish Ho Designer: Helen Yu

Product Designer: Yu-Chang Chou

UX Designer: Silvia Massotti

Head of Integrated Production: Sanne Drogtrop

Senior Account Executive: Xueer Ren

QA Manager: Dominic Berzins (Head), Tom Watson, Rozzie McCann, Adam Mingay, Evi Nathanaili

Junior Project Manager: Feodar Voloshin, Mengwei (Grace) Guo

Editor/Post Production/Sound Design: Josh Derry (Curious Beast)

Creative Technologist: Rhys Turner

Digital Agency

Interactive Sound Design: Jamie Finlay (Sound Designer)

Media Agency

Business Director: Dino Xu

Planner: Carina Huang

Production Company

Tech Lead: (Support - Maciej Dudek, Jorge Esteves, Ivan Tchekashkin, Cristian Bovino, Alexandre Schnoebelen, Senthil Seveelavanan)


Editor: Oliver Riley-Smith

Post Production / VFX

Post Production Company: Dirty Robber

Producer: Jamie Qualtrough

Executive Producer: Jason Puris

Creative Director: Nick Frew

Lead Animator: Hombre McSteez


Animation Company: Curious Beast

Director: Dante Zaballa (Lead Animator)

Executive Producer: Colin Brown (Producer)

Digital Production Company

App Production: Game Director: Alexander Horton

Character Design: Brian Horgan/ Virgil Tanasa

Creative Director: Yifei Chai

Designer: Mitch Fernandes ● 3D Model: Julien Didisheim

3D Artist: Gustavo Viselner, Bruno Moraes, Romain Courtois