Nike+ FuelBand: The power of 'functional integration'

The Nike+ FuelBand, winner of three Gold Awards at the 2012 Jay Chiat Awards (case studies which Nike declined to make public), is a prime example of how embedding branded technology into everyday life ('functional integration') can offer a strategic alternative to 'big idea' communications.

Nike+ FuelBand: The power of 'functional integration'

Geoffrey PrecourtWarc

Browse selected winners from the2012 Jay Chiat Awards for Strategic Excellence.

R/GA, and its work with Nike, proved the big winners at the American Association of Advertising Agencies (4A's) 2012 Strategy Festival in New York. The Nike+ FuelBand initiative took Gold in three of the Festival's 10 categories: Interactive Design; Idea for New Product/Content; and Creative Technology (where it shared top honors with McCann New York's Trail View by Nature Valley created for General Mills International).

The Nike+ FuelBand (photo: Nike)

"Nike's...

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