Nike’s annual Air Max Day celebration this year features the brand’s first 3D OOH campaign, now running in the busy Shinjuku district of Tokyo, and beyond.
“We understood that the impact of 3D billboards is not only physically in Tokyo but digitally all over the world,” Nike Japan’s VP creative director Julie Igarashi told Creative Review.
“With that in mind, we set out to create something that could be just as impactful on the street in Shinjuku as it is on your phone in New York. We were anticipating a big impact from the placement, and it’s been amazing to see how much excitement this creative for Air Max has created in Tokyo and beyond.”
“One of the best 3d illusion pieces yet seen on big Dooh billboards,” said Dave Haynes of digital signage site Sixteen:Nine. “You can see how the creatives have created a false rectangle that leaves some space above and below to create the illusion of the shoe popping out from the confines of the screen…this is definitely a case in which there is Wow Factor, with a clear product marketing objective.”
The project is a collaboration between Nike Tokyo’s in-house creative studio and Cekai, a Japanese creative association.