Tag
- Brand:
- Nike
- Agency:
- Wieden+Kennedy, Portland
2002FilmVideo · YouTube
Timeless principle
Dramatize the feeling of the product, not the product itself.
The idea
Turn a citywide game of tag into the pure feeling of running in Nike.
Why it works
One tap transforms ordinary streets into a contagious chase. The scale keeps expanding, yet the childhood rule remains instantly legible. Nike captures running as urgency, play and collective energy without stopping for a shoe demonstration.
