What: 
Successfully translating outstanding traditional advertising to the web.

When: 1998

Project Challenge: 
Although Nike was known for its award-winning traditional advertising, it had difficulty translating that success to its online presence. Funny Garbage (FG) was brought aboard by Wieden & Kennedy to design an engaging interactive experience for Nike that could function within the Internet’s technical limitations.

How did we do it?
Our understanding of Internet capabilities, combined with our mastery of design and content, enabled the production of a compelling experience.

FG created a series of “mini-sites” for Nike as a component of an ongoing campaign announcing a new shoe line tied to sports celebrities. Lavish fan experiences were generated through emails (a_rod@takeyadeep.com) and URLs (killkillkill.com) featuring athletes like Penny Hardaway and Gabrielle Reese.

Why was it successful?
Our design ensured rapid download time, even for consumers with slow connections. This was accomplished with experiences featuring spectacular graphic design that seemed impossibly rich and textural for the web, yet were simple to use and navigate. The pages were populated with a variety of innovative content ranging from up-to-the-minute sports statistics to printable posters and exclusive DJ music mixes. FG won the prestigious Golden Pencil award for its work on these sites.