Wieden+Kennedy chose to make a bold statement in Shanghai to announce the new Nike Free Flyknit shoes. Instead of gluing up a new billboard and hoping for the best, they hired a team to knit a scaled sized Nike Free Flyknit shoe over the image of a foot. The teams spent hours suspended above the city’s buzy streets knitting, weaving, and assembling the incredible shoe as onlookers stopped trying to figure out what this odd group of sign makers were doing. The final result popped from the billboard surface grabbing attention with its unique look. More importantly, Wieden+Kennedy accomplished their task of focusing the minds of Shanghai residents on Nike’s newest work.
A clever piece of advertising, design, and artistic works rolled into one massive billboard.