Nike: Bajak JKT
The people of Jakarta are innovators. They hack their surroundings to make things work for them. So when Nike wanted more people to run, it wasn’t as simple as just putting on your gear and going for a run. But when we started hacking Jakarta (ie. Bajak JKT), suddenly running was a lot more interesting.
We hacked the streets to become race tracks. We hacked the night with lanterns. We hacked standard runs to become vertical races. We hacked the buildings to become backdrops for light projections, that allowed spectators to track the progress of the runners in the vertical race in real-time.
Role: Strategy lead (brand and comms strategy)
Responsibilities: local audience insights, brand positioning, comms strategy, social strategy