Stepping out into the city in your original NIKEiD shoes?individually customized pair of sneakers. Reflected the elevated feel you get through the experience in the “colors of the city.” The nonverbal animation and NIKEiD Simulator, with which you “color the city,” convey the self of the city turning from colorless to colorful as you take a step. The city you colored is your original, “your REAL”. So it comes, the city mirrored on the eye blog widget is “your REAL” city. The city is created by the people and your REAL step colors the city REAL. We hinted the everyday scene NIKEiD suggests.

	10th December, 2008. Opened the colorless teaser website.

	When the main website opened the city turned from colorless to colorful. Scenes of the city being colored with NIKEiD were depicted in the animation.

	NIKEiD Simulation content. The shoe colored by the users colors the city REAL.

	The user’s eye stares at you. If you click on it, the “user’s REAL” city appears widescreen.

	An online gallery introduces the NIKEiD shoes actually customized by the users. The users are now stepping out into the city wearing the shoes in reality.

	・Viewers get inspired by the animation and color the shoe and the city with the simulator. Viewers can look at the world suggested by NIKEiD in their own eyes. ・The blog widget is the bloggers’ “eye.” If you click on it, the “blogger’s REAL” city appears. ・The experience of coloring the virtual city appeals to the viewers’ desire of wanting to get out into the actual cities. ・The campaign effectively increased the logs to NIKEiD website by 250%.
	10th December, 2008. 2 weeks before the launch of the campaign, we released the colorless teaser website.
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