Activations that just do it faster

Beating your personal best is a perpetual motivation in the world of sport. It’s human nature to constantly push ourselves to do more and be better. But what about having the world’s top footballers as your new benchmark?

During UEFA Euro 2016, Nike raised the stakes and set the bench higher by unveiling the Palais of Speed. We collaborated with a collective of creatives and helped the sports giant totally transform Paris’s iconic Palais de Tokyo into a Mercurial hub that celebrated the science of speed.

Dare was tasked with bringing the experience full circle through physical activations that had a digital takeaway. The Mercurial Photo Booth invited our visitors to become the face of the Nike Science of Speed campaign, just like Cristiano Ronaldo. The nifty piece of personalised content was instantly shareable on social media. And just like that, we turned visitors into momentary brand ambassadors for Nike.

Our next activation – “Faster Than” – challenged visitors to race against their favourite footballers and beat their sprint time. The coolest part was the backdrop – a digital wall installation that triggered a dramatic particle animation when participants ran next to it. And a digital leaderboard bred a bit of healthy competition amongst runners.

The takeaway was a shareable 15-second piece of footage of the participant’s sprint overlaid with data and animation. And share they did – more than 6,000 times in fact for both activation takeaways.