CHALLENGE: How can Nike motivate people to run?
INSIGHT: Studies show that 8 minutes into a run we tend to lose motivation, which results in giving up and feeling worse than before. And a promise of a better and healthier life clearly isn’t enough. We need a reward in the moment.
What could be more rewarding than the most binge-watched genre of our times?
SOLUTION: Keep the story running - by collaborating with popular authors, short thrillers are released exclusively in the Nike+ RunClub App. But there’s one catch - if you stop running, the story will too. 
Case film: 
OOH Billboards:
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