Cannes highlight: Nike music shoes

One of the nicest Japanese concepts to get up at Cannes this year was the Nike Music Shoe. When Nike launched Nike Free Run+, Nike Japan asked Wieden+Kennedy Tokyo to create buzz for the shoe, its flexibility and Nike+ compatibility. To do so, W+K created the Nike Music Shoe, a functioning musical instrument that creates sound when bent. W+K Tokyo collaborated with RHIZOMATIKS to develop and produce 8 music shoes. Break beats unit HIFANA wrote and performed the song. The video became a hit on YouTube, gathering well over 500,000 views within the 1st 10 days of its release. If you haven’t seen it, view it here. View the idea

Credits – ECD: Frank Hahn. Art Director: Naoki Ga. Copywriter: Hiroshi Kuyama. Producer: Satoshi Takahashi. DoP: Naoki Noda. Agency Producer: Kenji Tanaka. Director: Kosai Sekine. Production Company: Taiyo Kikaku, Tokyo.