The creativity of Nike Air Max is a pivotal part of street culture. To launch new models in Brazil, we chose the ones with most street rep to wear the new shoes before anyone else: Graffiti characters.

Street artists updated their own existing characters with new Air Max models. One per week, over two months. To get the sneakers on a limited pre-sale, people had to visit the walls and unlock the purchase on Nike.com, using geolocation. A film spread the word about the project and a huge collaborative mural with six characters ended it in style.

By turning Nike e-commerce into a cultural experience, Nike.com saw a 22% increase in local visits and Air Max local sales increased by 32% compared to 2018.

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Role
Creative Direction

Cannes Lions 2019
GRAND PRIX in Media
SILVER in Media
SILVER in Outdoor
BRONZE in Outdoor
BRONZE in Mobile 
BRONZE in Creative eCommerce
SHORTLIST in Mobile
SHORTLIST in Creative eCommerce

Clio Awards 2019
GRAND CLIO in Out of Home
BRONZE in Digital Mobile
BRONZE in Fashion & Beauty 
BRONZE in Creative eCommerce
SHORTLIST in Mobile
SHORTLIST in Creative eCommerce

London International Awards 2019
GOLD in Digital
BRONZE in Ambient
FINALIST in Integration 

CCSP 2019 - Brazilian Creative Club
GOLD in Outdoor
IN BOOK in Digital

Effie Awards 2019
GOLD in Brand Experience