Nike continued its focus on flagship 3D billboards to mark Air Max Day 2023 with a showcase OOH installation – complete with bubbles, lasers, lightening bolts, robots and a giant scorpion – with a pair of giant 3D screens in Hangzhou, China.
To mark Nike Air Max Day – a brand-created annual event held on 26 March aimed at celebrating/honouring/marketing a model that made sports shoe history – in China the sportswear behemoth took over two huge 3D billboards in the heart of Hangzhou showcasing various models of the Nike signature kicks.
Created by Cekai and developed across two different screens, the three dimensional shoe is hit by light and laser beams, manoeuvred around by giant robotic arms and finally attacked by a colossal scorpion which eventually a classic shoe into the latest model.
The objective was to drive excitement around the day, engage pedestrians, consumers – particularly Nike buyers and committed sneakerheads – and generate media coverage and PR interest the high impact digital outdoor executions.
The OOH event was filmed and photographed and then amplified across brand and influencer channels around the world.
Comment
This 2023 showcase 3D billboard in China followed on from last year’s effort in Japan when the sports apparel giant unveiled an amazing digital outdoor execution for Nike Air Max Day in Shinjuku (Tokyo), Japan which surprised and amazed many passers-by and went viral across social media.
High-tech 3D billboards are bang on trend and Nike knows more than most how to leverage a trend.
It’s like a 21st Century update on the classic trompe l’œil trick painting technique which created three dimensional illusions dating back to ancient Greece.
Leave a comment
You must be logged in to post a comment.