We were innocent, bold and fearless in ourchildhood.

NIKEiD hoped all adults to go back to their childhood when they ran anywhere fearlessly and boldly. It wanted them to design their own NIKEiD shoes fearlessly and boldly to express themselves just like they were children.

NIKEiD Jasari was running shoes which celebrated the fearless Kenyan runners against every difficulty. At the timing of introducing the model, we launched the fearless campaign to have adults ask themselves 'What would I design my NIKEiD shoes if I were a child?”

Its TVC film was divided into three parts online, providing a physical experience of watching each part while running through users’ weblogs. It appealed to their childhood feeling when running around fearlessly.

Credits

• Naoki Ito (GT Inc.): Creative Director, Copywriter, Art Director

• Shunsuke Kakinami (Beacon/Leo Burnett Tokyo): Agency Producer, Account Planner

• Hideki Ida (Beacon/Leo Burnett Tokyo): Agency Producer

• Nick Watanabe (Beacon/Leo Burnett Tokyo): Interactive Director

• Saiko Kamikanda: Designer

• Mits Minowa (Nike Japan): Client Director

Film

• Kan Eguchi (KOO-KI): Director

• Takeshi Fukuda (TYO Productions): Producer

• Yasuhiro Yamanaka (TYO Productions): Chief Production Manager

• Toshihiro Tomioka (TYO Productions): Production Manager

• Shikiho Yanagida (TYO Productions): Production Manager

• Takahiro Konomi: Cinematographer

• Reiji Kitazato: Sound Designer

Interactive

• Takashi Kamada (spfdesign): Art Director, Designer, Developer

• Toru Terashima (Root Communications): Technical Director, Information Architect

• Ken'ichi Iida (Root Communications): Developer

• Takeo Yatabe (Conception): Sound Designer