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How nike made 'unlimited stadium,' the world's coolest running track, bbh's david webster deconstructs manila's high-tech marvel.

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CANNES, France—Want to see a stunning multiple Cannes Lion-winning piece that took 80,000 total man hours to make? Look no further than BBH Singapore’s “Unlimited Stadium” for Nike.

The high-tech running track, which popped up over a city block in Manila, Philippines, during last year’s Olympic Games, was designed to the exact dimension of a Nike Lunar Epic footprint—just many times bigger. It featured a 200-meter running track lined with LED screens, where runners could engage in a virtual race against avatars of themselves.

The piece has won 10 Cannes Lions so far this week—three golds, four silvers and three bronzes—across the Cyber, Outdoor, Creative Data, Promo & Activation and Entertainment categories.

Check out the video above, in which BBH’s David Webster breaks down this cool, futuristic experience for us. And see the full case study below.

Tim Nudd is a former creative editor of Adweek.

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Nike creates “Unlimited Stadium” above Manila

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Nike created a high-tech running track over a city block in Manila, Philippines, during the 2016 Olympic Games, where runners could engage in a virtual race against avatars of themselves.

NIKE “Unlimited Stadium” from PrettyGreen on Vimeo .

Case study summary

• To coincide with the 2016 Olympics Nike created a giant reimagined running track over a city block in Manila. • 200-metre running track lined with LED screens let runners race against avatars of themselves.

• "Nike Unlimited Stadium" became Asia's most awarded campaign in terms of number of Lions won across this year's Cannes Lions Festival.

The challenge

Ahead of the 2016 Olympics, Nike wanted to create a buzz with a high-tech stunt in Asia. It came up with the idea of an 'Unlimited Stadium’ that fused both real and virtual elements. BBH Singapore conceptualised the stadium from strategy and creative concept to the stadium architecture and overall user experience bringing it all together with expert partners.

The solution

BBH Singapore created Nike’s Unlimited Stadium, a giant reimagined running track taking over a whole city block in the centre of Manila.

The Unlimited Stadium is shaped as a 100-metre sole print of the Nike Lunar Epic – a newly launched NikeRunning footwear innovation.

Fusing the virtual and physical worlds, the stadium features a 200-metre running track lined with LED screens, where up to 30 runners at a time are invited to engage in a virtual race against avatars of themselves.

The results

"Nike Unlimited Stadium" became Asia's most awarded campaign in terms of number of Lions won across this year's Cannes Lions Festival.

In total "Nike Unlimited Stadium"has brought home to Singapore 15 Cannes Lions - 4 Gold, 5 Silver and 6 Bronzes.

The Nike Unlimited Stadium was erected and went live in Manila in August 2016 and ran parallel to the duration of the 2016 Olympics.

The Nike Unlimited Stadium was inspired by the world's most iconic footprint - the lunar footprint - and was shaped as a 200 metre giant reimagined running track which took over a whole city block in the centre of Manila.

David Webster, Managing Partner, BBH Singapore said: "We are very proud to have brought home to Singapore 15 Cannes Lions. That an agency from Singapore is recognised on the global stage is testament to the fact that creativity is alive and well in Singapore and that some of the world's best talent is found here."

View more in the case study below:

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IMAGES

  1. Nike Unlimited Stadium on Behance

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  2. Nike Unlimited Stadium on Behance

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  3. This is "NIKE/ NIKE UNLIMITED STADIUM/ Case Study EN" by BIRDMAN inc

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  4. Nike's Unlimited Stadium in Phillipines is the World's First LED

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  5. Nike "Unlimited stadium" by Bartle Bogle Hegarty Singapore

    nike unlimited stadium case study

  6. Nike Unlimited Stadium on Behance

    nike unlimited stadium case study

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COMMENTS

  1. How Nike Made 'Unlimited Stadium,' the World's Coolest

    Look no further than BBH Singapore’s “Unlimited Stadium” for Nike. The high-tech running track, which popped up over a city block in Manila, Philippines, during last year’s Olympic Games ...

  2. Digital marketing case study

    Nike creates “Unlimited Stadium” above Manila - Digital marketing case study from the Digital Training Academy - Nike created a high-tech running track over a city block in Manila, Philippines, during the 2016 Olympic Games, where runners could engage in a virtual race against avatars of themselves.