Unlimited Stadium

Why it works

A running track where the opponent was your own last lap. For the 17 days of the 2016 Olympics, Nike built a temporary stadium in central Manila laid out in the shape of the sole print of its new LunarEpic shoe. The 200-metre track was lined with LED screens: after a first lap logged by an RFID tag, a full-size avatar of the runner appeared on the wall and ran at that pace, so up to 30 people at a time were racing themselves. BBH Singapore took it from strategy to the building's architecture. It is studied as a product launch turned into a training tool: the shoe's promise became a place people returned to, day after day, to beat their own time. The agency says it ran at full capacity and the shoe sold out. At Cannes 2017 it won 15 Lions, four of them gold, and was shortlisted for Titanium; it also took a Grand Clio at the Clio Sports awards and eight D&AD pencils.