Nike Canada - Nike Winter Running

Business - Single

2006

TAXI Canada Inc.
t: 416-979-7001
e: kate.fried@taxi.ca
w: taxi.ca

Creative Direction: Steve Mykolyn Associate Creative Direction: Jason McCann Art Direction: Steve Di Lorenzo Writer: Jason McCann Account Director: Russell Stedman Account Manager: Christopher Andrews Interactive Producer: Amy Miranda Flash Animator: Pixelpusher.ca Music/Sound: Simon Edwards Client: NIKE Canada Winning Company: TAXI Canada

Winning Website: neverinneutral.com/nikewinterrunning

Nike Canada wanted to connect with hardcore runners throughout the winter season. We knew that people who run 40 minutes at 40 below are a little bit crazy, so we developed a frenetic, illustrated style that includes a frozen, but still smiling, runner complete with icicles hanging off his face. The main interface is a photocopied map, which is how runners exchange their favourite routes. The site features winter running tips, popular local routes, gear and apparel, and three major animations, which describe how Nike’s clothing stays weather resistant, breathable, and visible in even the most extreme conditions.