Nike+: Nike -

More fun from lying on your divan: Get GPS tracking, audio feedbacks and cheers from your friends while doing nothing.

To attract people's attention to innovative Nike+ motivation system we target those who don't like taking too many movements or actions. So, we came up with idea that opposite to Nike+ — Nike- — an application that measures your immobility with a built-in smartphone gyroscope.

Advertising Agency: Leto, Moscow, Russia
Creative Director: Ilya Petrov
Published: May 2013