Nike’s focus for Southeast Asia that year was football. The brief was to bring that energy to life in a way that felt visceral rather than expected.
The solution lived inside the shoebox itself. A printed insert transformed the interior into a stadium — and an embedded sound chip meant that when the box was opened, the crowd went wild.
Awarded at Cannes Lions, One Show, Adfest Best of Show, London International Advertising Awards, Young Guns, Communication Arts, and Creative Circle.