Nike : Nike+ FuelBand -- Best of 2012 IX #2

This band will do it all.

Published On
Jan 18, 2012

Editor's Pick

For $150, you can get a data-collection bot on your wrist, courtesy Nike. The company launched FuelBand today, an armband that takes the Nike+ data collection program and combines it with a wristband so you can monitor your daily activity. It can sync with your phone or computer and uses a built in pedometer so it can calculate time, calories burned, steps or "NikeFuel," a special metric that gives out points depending on how hard you pushed your body today. This spot, created by W+K, nicely illustrates how important making it count can be.

Somewhat similar projects recently include "UP," the Jawbone-created wristband that also syncs with your iPhone to keep track of your daily life, reminding you to move and be healthier.

The band itself -- created by R/GA -- took home a Grand Prix in the Cyber category at Cannes 2012, along with Curators of Sweden. For more on the effort and the judging, check out our Cannes coverage.


Jan 19, 2012
Brand :
Client :
Creative Director :
Alberto Ponte
Creative Director :
Ryan O'Rourke
Creative Director :
Dan Hon
Copywriter :
Edward Harrison
Copywriter :
Mike Warzin
Art Director :
Mike Warzin
Producer :
Felicia Glover
Producer :
Jen Dennis
Executive Creative Director :
Mark Fitzloff
Executive Creative Director :
Susan Hoffman
Executive Agency Producer :
Ben Grylewicz
Editorial Company :
Rock Paper Scissors
Editor :
Angus Wall
Post Producer :
Justin Kumpata
Post Executive Producer :
Carol Lynn Weaver
Assistant Editor :
Austyn Daines
Visual Effects Company :
Smoke Artist :
Paul Yacono
Visual Effects Producer :
Jamie McBriety
Titles/Graphics :
Elastic-Ekin Akalin
Composer :
Groove Armada
Song :
"I See You Baby"
Mix Company :
Mixer :
Loren Silber
Agency :
Wieden & Kennedy
Agency :

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