Nike’s ‘Write the Future’ Campaign

Adrian J Cotterill, Editor-in-Chief

As part of its ‘Write the Future’ campaign, Nike has taken over Johannesburg’s Southern Life Center building for an interactive LED light show. ‘Write the Headline” allows fans around the world to root for their favourite World Cup player in a big way.

The installation, almost the size of half a football pitch, displays submissions from Facebook, Twitter (#writethefuture), QQ (a Chinese chat program), and Mxit (a South African IM app) that can be read from distances as far as 2.5 kilometers away!

Users vote on the player they think will ‘write the future.’ Personal messages are then projected on the city’s fourth largest building.

The screen uses over 6,000 Daktronics ProPixel sticks and is 40m wide by 44m high.

Leave a Reply