Nike: Nike Fuelband The Inside Story -- Best of 2012 IX #2

Make everything count.

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Editor's Pick

R/GA's Nike+ Fuelband was one of the big winners at Cannes 2012, picking up not only a Cyber Grand Prix but also a Titanium Grand Prix at the festival. It was also awarded one of two integrated Gold Lions, making it a festival favorite.

The basis for the campaign is that everything you do counts. The simple wristband lets people track the "fuel" they use in every activity during the day through a single button, measuring calories, steps and timing, and tracking their performance on the Nike+ platform.

Read more about the effort and the judging in our Cannes coverage.

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Jun 25, 2012
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