Get your own Little Black Book.

Build your own personal news stream. Discover the latest work created that interests you, share your favourite stories and follow your favourite people and companies

Already have an account?


Nike China's Reactland Campaign Takes Runners into Dream-Like Video Game, 9 months 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.
Sign up to our newsletters and stay up to date with the best work and breaking ad news from around the world.

Advertiser: Nike China

Brand: Senior Director of Brand Experience: Simon Lee

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

VP, Marketing: Steve Tsoi

PR and Social Media Manager: Evelyn Hsu

Creative Agency

Creative Agency: Wieden+Kennedy Shanghai

Copywriter: Aier Xu

Art Director: Josh King

Producer: Fang Yuan, Yi Nong Dong, Martino Butti

Executive Creative Director: Ian Toombs, Vivian Yong

Creative Technologist: Rhys Turner

Interactive Producer: Xiong Xiong

Product Designer: Yu-Chang Chou

Head of Integrated Production: Sanne Drogtrop

UX Designer: Silvia Massotti

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

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

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

Senior Account Executive: Xueer Ren

Senior Designer: Fish Ho Designer: Helen Yu

Tech Lead: June Xie, Andrew Oaten

Senior Planner: Leon Lin

Business Affairs: Jessica Deng, Kathy Zhan

Production Assistant: Rose Hung

Executive Producer: Marc D'Souza

Senior Account Manager: Qinna Ye

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

Creative Director: Nick Frew

Lead Animator: Hombre McSteez

Executive Producer: Jason Puris

Digital Production Company

Character Design: Brian Horgan/ Virgil Tanasa

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

Designer: Mitch Fernandes ● 3D Model: Julien Didisheim

Creative Director: Yifei Chai

App Production: Game Director: Alexander Horton


Animation Company: Curious Beast

Director: Dante Zaballa (Lead Animator)

Executive Producer: Colin Brown (Producer)