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Nike - Air Max Clouds

Award: Graphite Pencil

Graphite Pencil / E-Commerce / Purchase Experience / 2021

Award: Shortlist

Shortlist / Digital / Use of Technology

When sneakerheads were in lockdown, AKQA transformed their windows into a Nike shop window. People simply had to access nike.com, point their phones to the sky and find virtual cloud versions of Air Max 90 and 2090. These digital folders allowed sneakerheads to buy the drops first-hand and watch product demos in the form of new music videos from Brazilian rap icon Djonga, and funk superstars Mc Soffia and NGKS. This project turned air into a safe and interactive medium for creativity and an ongoing platform for digital Air Max drops.

What did the judges have to say?

"It was an inspiring, innovative way to reimagine the purchase experience highlighting a feature and benefit using VR/AR during a time when people were avoiding physical retail."

Beth Ann Kaminkow, Global CEO, VMLY&R Commerce

Are you credited on this winning entry?

If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD 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.

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