NIKE PLAYBOOK
As part of Weiden+Kennedy’s ‘Sport is Never Done’ campaign, we created a children’s interactive digital playbook encouraging parents and children in the Middle East to play sports.
In the early 2000s, the Middle East region had some of the highest obesity and diabetes rates in the world. In response, in 2010 the government got involved by helping to increase sport participation, including physical education in schools for the first time ever. Now, there is a generation of parents that grew up without sport and a generation of kids who love sport, but can’t get permission to play from their parents because sport is seen as a distraction from more important things.
In our story, the main character Aisha asks her mom for 5 minutes more to play on the playground. Tentative at first, she allows Aisha more time to play and, encouraged by her daughter, Aisha’s mom ultimately comes to experience the joy and importance of play and sports.
The interactive book allows both parent and child to take turns reading dialogue, roleplaying as both mother and daughter. A tablet-first digital experience, scrolling across the screen brings surprising parallax and depth to page transitions. The experience includes 2 language versions as clickable options – left to right for English, and right to left for Arabic.
