Nike - Powers of Play
2022 / Dubai
Encouraging behaviour change through physical participation
ASK
Encourage Dubai kids – and their parents – to see the opportunities and life skills developed through sport.
ANSWER
We turned Nike’s middle-eastern flagship into the Play Zone: a space to educate both parents and kids about the importance of skills learned through play. We wanted kids to discover their Play Profiles – and, in doing so, more about themselves. The centrepiece of our journey was a movement-based digital game connecting five physical skills with ‘Play Powers’: pioneer, inventor, adventurer, energiser, or trailblazer. To play the game, kids designed their own avatars from scratch. These were then printed onto a Play Profile card with their game stats that they could take home. Meanwhile, games such as ‘Hang in There’ taught resilience, ‘Spin the Wheel’ coached confidence, and ‘How High’ roused courage. These games brought parents and kids together to play.
WHY IT MATTERED
- 1,594 games played.
- 248,832 unique avatar character combinations.
- Contributed to changing the narrative around academia being the only route to success.
- Proved the Nike campaign ethos ‘It’s never just sport’.
WHAT WE DID
Strategy & Insights / Concept & Design / Production & Run of Show
