Creativity

Nike: Nike+ FuelBand -- Best of 2012 IX #2

This band will do it all.

Published on Jan 19, 2012

Editor's Pick

For $150, you can get a data-collection bot on your wrist, courtesy Nike. The company launched FuelBand today, an armband that takes the Nike+ data collection program and combines it with a wristband so you can monitor your daily activity. It can sync with your phone or computer and uses a built in pedometer so it can calculate time, calories burned, steps or "NikeFuel," a special metric that gives out points depending on how hard you pushed your body today. This spot, created by W+K, nicely illustrates how important making it count can be.

Somewhat similar projects recently include "UP," the Jawbone-created wristband that also syncs with your iPhone to keep track of your daily life, reminding you to move and be healthier.

The band itself -- created by R/GA -- took home a Grand Prix in the Cyber category at Cannes 2012, along with Curators of Sweden. For more on the effort and the judging, check out our Cannes coverage.

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About

Credits

Date
Jan 19, 2012
Agency:
Wieden & Kennedy
Client:
Nike
Creative Director:
Alberto Ponte
Agency:
R/GA
Creative Director:
Ryan O'Rourke
Creative Director:
Dan Hon
Copywriter:
Edward Harrison
Copywriter:
Mike Warzin
Art Director:
Mike Warzin
Producer:
Felicia Glover
Producer:
Jen Dennis
Executive Creative Director:
Mark Fitzloff
Executive Creative Director:
Susan Hoffman
Agency Executive Producer:
Ben Grylewicz
Editorial Company:
Rock Paper Scissors
Editor:
Angus Wall
Post Producer:
Justin Kumpata
Post Executive Producer:
Carol Lynn Weaver
Assistant Editor:
Austyn Daines
VFX Company:
A52
Smoke Artist:
Paul Yacono
VFX Producer:
Jamie McBriety
Titles/Graphics:
Elastic-Ekin Akalin
Composer:
Groove Armada
Song:
"I See You Baby"
Mix Company:
Lime
Mixer:
Loren Silber

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