Nite Jogger
A line of products designed to fuel creatives that work best late at night.
CLICK TO PLAY CASE STUDY
To accompany Adidas' newest 3M reflective shoe, the Nite Jogger, we created a 3M reflective teddy bear featuring the voice of Eric Andre. The voice would shout motivational messages when squeezed.
Bear handmade by Junichi Nakane of Kumanokoido
WE ALSO CREATED A BOARD BOOK BEDTIME STORY THAT HELPED YOU STAY AWAKE INSTEAD OF SLEEPING
Illustrations by Kickposters
We launched this line of goods + the shoe with a cryptic film that replicates the feeling of late night channel surfing. The number from the spot even worked!
There were even individual spots for each product that took on the same late night TV feel, with no explanation to drive intrigue.
We also teased the product drops and how to get them with mysterious NYC OOH.
A claw machine appeared in front of a vacant building for a night, drawing hundreds of people to try to win the NiteBear.
The next day, stands of books appeared outside of McNally Jackson bookstore after closing hours, free for the taking.
We seeded it to press with the full kit, delivered in an unmarked box that would not unlock until midnight.
The hype was amplified with a fully animated Instagram stories version of the book on HighSnobiety, and a bear cameo on Eric Andre's IG stories.
And it must have worked, because instantly the products were resold with very high markups... even the OOH ads (how, we don't know)
Composite created by Lisa Eri
