B-Reel Shortlisted for Digiday's Most Innovative Independent Agency


Nike House of Innovation

In early 2020 Nike's most cutting edge retail experience 'The House of Innovation' is opening in Paris. In anticipation and celebration of the launch Nike wanted to invite Parisian youth across the city to a preview of this new innovative retail experience. But how do you get young people excited about a store in an up-market neighborhood?

We gave young Parisians a taste of what the new store was all about by turning Paris into a virtual playground. Using their mobile phones to unlock QR codes across the city through a web-based layer of augmented reality.

Launched at the iconic Pigalle basketball court, over a period of 6 weeks young Nike members were given access to a multitude of exclusive drops, invitations, and experiences - from All Star NBA tickets, racing their idols at running tracks to signed Mbappé boots at the Parc Des Prince Stadium all through the mobile AR. Parisian youth across the city converged and celebrated in the forth-coming House of Innovation experience, keeping Nike at the heart of sports and culture within the next generation.