Introducing the Nike 'Pick n Mix' pack.
Introducing the Nike 'Pick n Mix' pack.
My first third year module was Negotiated study - a brief, or selection of briefs, negotiated with our tutors. The required element was that the brief(s) had to link in with our dissertation topic and were to be worked on at the same time. Due to my immense love of sneakers and the culture that surrounds them, I chose to create and design a theoretical sneaker release.
The first step was to create the concept of the shoe(s). Previous created sneakers have been inspired by literally anything, such as buildings/places, objects & foods. My idea was for a Pick n Mix inspired range, with each mini pack (containing two pairs) based on a different sweet.
I can't afford (or even get the chance) to buy every pair of sneakers I want, so I have to pick and mix what I can try and buy. The Strawberry Lace pack can be seen above, with the left pair being the Mens Air Max 90 Hyperfuse, and the right pair is the Womens Air Max 90 EM.
Inspired by the traditional Pick n Mix clear display cases, I created an exclusive piece of packaging to hold and display each shoe in the Pick n Mix pack, including a collectable numbered (e.g. 1 of 250) Pick n Mix scoop and two pairs of alternate laces.
Like many other sneaker enthusiasts, Instagram is my favourite Social Media platform as the image-based nature suits my flare for photography and creative nature. Most sneaker brands and collaborators have huge Instagram follow counts - NikeLab has over 700,000 followers and NikeSportswear has over 2 million. A lot of sneakers are 'revealed' via very simple teaser images, but aren't often very 'creative' or 'engaging' so I wanted to create something that both pushes the platform creatively and is new and innovative within the sneaker culture.
My idea was to create a beautiful parallax-esque 'website' on Instagram. Content (Instagram images/posts) would be removed and updated, depending on the stage of the campaign. The main feature of an 'InstaSite' is that users can view the account and design as a grid, as in the images above and below, or as 'full size' individual images by 'tapping' in the grid or on list view.
The first stage (most-left phones) would be the original reveal, and the most interactive part of the campaign. To start, the Instagram would have the silhouette of the shoe, spread over six Instagram squares, with one revealed and five greyed out as an outline. People would 'vote' for which 'part' of the shoe they want to be revealed by simply liking that specific image, which would increase the awareness of the campaign as likes are visible to all their followers.
Each day, the image with the most likes would be revealed and the page content would be updated to show the chosen square. After 5 days, the full shoe would be revealed and the campaign would 'refresh' the following Monday. The second stage would feature detailed photos of the first shoe along with the reveal date and teaser images of the next pair.
The following stages would include a lot more content, such as detailed photos of both shoes, photos of the packaging, teaser ads, release information, competitions and much more. If you would like to view the campaign live 'in situ', please visit the following Instagram accounts on the Instagram account on your phone or click the links to view on the desktop application.
The Social Media campaign would end with the Desktop site being launched. The desktop site would be a true parallax website and would include a lot of the detail that was given through the Instagram campaign, but in a more polished, rounded manor. The page would end with a time countdown leading up to the release and launch of the Strawberry Lace pack online.
When the countdown hits 0, the shoes would become purchasable, and the main idea of the site would become clearer. Most limited edition sneakers often sell out in seconds due to demand, and this means a lot of people who want them, don't get them. This quickest clickers/typers have a greater chance of being able to purchase, and I want this factors to be eliminated from my release, and people would already know (if they paid attention) through the Instagram campaign that the release was not a conventional 'add to bag' sneaker release.
The release idea is that people would have to match Pick n Mix sweet combinations with one of five people who contributed to the creation of the Pick n Mix pack. Each persona would carry a 'clue' - a quote about their preference. Each 'quote' raises in complexity, with a total of 30 pairs being available 'behind' each selection. The first persona, as pictured in the below video, would be rather simple; "All I ever eat at the Movies is Strawberry Laces", meaning the first 30 users to simply select 'Strawberry Laces' and click 'add to bag' would be sent to a congratulations screen, where they can choose which pair(s) they want to buy.
Each time a combination is matched, the user can share a second, easier quote regarding that persona with their friends on social media. The final, hardest solution may be a combination of seven of the twelve sweets. Mathematically, there are 479,001,600 possible selections.