The project, which also won in the Digital Installations category, was hailed by the judges as ‘a brave, forward-thinking project that pushes boundaries and touches on almost every area of design’.
The project saw AKQA tasked to promote Nike’s Nike+ Fuelband and other products to Japanese consumers ahead of their launch.
The consultancy created a temporary ‘arcade’ opposite Tokyo’s Harajuku station, featuring a series of games powered by Nike+.
Thousands of players came to Ugokidase during its two-week run, playing for an average of 18 minutes on-site, while the global competition helped to bring a records 4.2 million users to the Nike+ community in just a fortnight.
The project saw off strong competition from other category winners, which included the Ten Green Bottles project for Gordon’s by Conran and Partners and The Battle of Bannockburn identity by The Beautiful Meme.
You can see all the Design Week Awards winners here.