Nike - Shake Your Airs
In Spring 2020, at the start of the COVID pandemic, Nike had to scrap the launch campaign of their new Air Max in Italy.
We created a social campaign that turned the Air Max into a symbol of hope for Italians, a country which was particularly hit at the start of the pandemic.
In the early days of the pandemic, as handshakes and hugs got banned
a new way of greeting each other started to spread, the ‘foot-shake’.
Together with Nike ambassadors, we challenged our fans to reinterpret the traditional ‘foot-shakes’ into ‘Air-shakes’.
Fans who’d share the most creative ‘Air-shake’ would win a pair of the new Air Max 2090.
