A huge, hi-tech 3D billboard in Shinjuku (Tokyo) spearheaded Nike Japan’s Air Max Day marketing and sought to catch the attention of local passers-by and social media users around the world.
As Air Max Day nears, Nike has taken over a huge billboard in Tokyo’s Shinjuku area with a 3D activation that is catching the attention of locals and social media users alike.
The OOH initiative, which runs from 21 to 27 March, is the local market showpiece for the sportswear behemoth’s annual 26 March ‘Air Max Day’. It features a three dimensional, instantly recognizable orange Nike sneaker box which bursts open to reveal several Air Max sneaker styles in multiple colorways alongside graphical hints at the inspiration behind each shoe.
The three-story-tall 4K display installation offers incredible and inspiring dynamic graphics.
＼放映開始／
AIR MAXの誕生35周年を記念して、 #クロス新宿ビジョン に巨大な #ナイキ の3Dシューズボックスが登場✨
3月21日(月)より27日(日)までの放映です▶️ pic.twitter.com/pjL0ijHikU
— クロス新宿ビジョン (@xspace_tokyo) March 21, 2022
Really like this 3D OOH execution to celebrate Nike AirMax Day in Tokyo
via Shun Hosoi pic.twitter.com/YLzrdrvU7b
— Keith Stoeckeler (it’s stek*ler) (@keiths) March 21, 2022
Further Air Max Day initiatives in Japan will see Nike take over the entire building with a shoe box wrap and host experiences to connect the sneaker community in Tokyo to next-gen kicks.
“I’m thrilled to announce that we launched first-time-ever 3D OOH campaign to celebrate AirMax Day on 3.26. We are taking over the whole building of Cross Shinjuku from 3.21-3.27!’ posted Nike Japan Brand Manager Shun Hosoi when posting a video of the ad to LinkedIn. “I’d like to take this opportunity to thank everyone who was involved in this project from Nike brand marketing team, creative team, media team, and advertising agency partners!”
“We as a brand are always striving to innovate, in our product and in our communication,” added Nike Japan Creative Director Julie Igarashi. “As soon as the proposal to use this new medium at the location in Shinjuku was shared with us, we jumped at the opportunity to explore what was possible for our consumers.”
The project was a collaboration between Nike Tokyo’s in-house brand creative studio and creative collective CEKAI. The team which worked on the initiative was co-led by Nike Japan Creative Director Julie Igarashi, Nike Japan Studio Manager and Producer Nanaka Sakurai, Nike Japan Designer Yoshio Kato and CEKAI Founder Kota Iguchi.
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Air Max Day is the brand’s annual celebration of one of its most important innovations, Nike Air, and sees both brand and consumers share what Air means to then.
Starting back in 2014, the brand and sneakerheads around the world have made 26 March ‘Air Max Day’ which celebrates all things Nike Air Max. 2022 marks the 35th anniversary of the shoe and will see the Portland-based brand drop three new Air Max 1 colourways – each of which will be exclusive to a specific region.
Viewers with a sharp eye will spot a cat’s paw swiping the box at the end of the 3D cycle: a reference to the fact that a locally famous, larger-than-life, 3D calico cat who usually interacts with commuters, passers-by and brands from its position on the billboard location at ‘Cross Shinjuku’.
The curved 3D billboard near Tokyo’s Shinjuku Station, which is passed by more than 200,000 per day, initially caught the world’s attention in October 2021 with the revealing of a new, ultra-realistic 3D visual of Dragon Ball antagonist Frieza shouting down at passing pedestrians to promote Bandai Namco‘s Dragon Ball Z: Dokkan Battle free-to-play mobile game.
This campaign understands the growing impact of 3D billboards around the world and the return of OOH work in general following Covid-linked lockdowns and other notable recent sports examples include the AFL’s recent new season launch OOH initiative with QMS and Gillette’s new razor 3D billboard ad take over the Piccadilly Lights advertising space in central London fronted by Raheem Sterling.
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