Creativity

Nike Created Shirts Based on Tweets at 2012 Games

R/GA summed up Olympics for consumers with personalized graphics

Published on Mar 26, 2013

Editor's Pick

To attract tourists to its new store in London during last summer's Olympic Games , Nike created "Immortalise the Moment", an installation that allowed consumers to print a unique t-shirt based on their favorite moment during the 2012 Games.

Developed by R/GA, the system asked consumers had to choose their favorite nation, sport and moment in time from the Games (of which Nike was not an official sponsor). The installation would search all tweets related to those choices and create a bespoke graphic, using colors of the nations flag, the favorite athlete and "spikes" based on the tweet volume their hashtags had generated. The t-shirt was ready in 15 minutes.

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About

Credits

Date
Mar 26, 2013
Agency:
R/GA London
Client:
Nike
VP/Executive Creative Director:
James Temple
ACD/Visual:
Ricardo Amorim
Senior Visual Designer:
Jose Sebastian
Senior Visual Designer:
Simone Maletta
Senior Experience Designer:
Stuart Tayler
Producer:
James Marshall
Technical Director:
Phil Hawksworth
Senior Open Standards Developer:
Benoit Grelard
Open Standards Developer:
Mustafa Demirkent

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