• D&AD Awards 2018
    Extended Deadline 28 Feb
  • Extended Deadline
  • 28 February
Enter now
  • Loading…

Ugokidase Tokyo

Award: Graphite Pencil

Graphite Pencil / Branding / Brand Experience & Environments / 2013

In 2012, Nike+ launched its most innovative digital products to date. And we wanted Japanese consumers to experience them all before they came to market. To reach our audience, we took inspiration from a Japanese obsession – gaming. In central Tokyo, we created a pop-up arcade at the Ugokidase station for the everyday athlete, open throughout the 2012 Olympic Games. Players could compete with friends in five new sporting challenges, each powered by Nike+. Their results fed live into global leader boards, testing performance like never before.

Want more access to D&AD?

Join D&AD as a Free Member and you’ll be able to view winning work, enter the Awards, download New Blood briefs and get access to even more articles and videos.

Join for free I’m already a member

Are you credited on this winning entry?

There's a Pencil with your name on it. Drop us your details for further information about how you can order your Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.

Please don't check this box.

We have placed cookies on your computer to help make this website better.
You can change your cookie settings at any time. Otherwise, we'll assume you're OK to continue.

Don't show this message again