Project DSS
Nike SB
Project DSS
With Project DSS, we created and implemented an integrated communications concept for Nike SB surrounding the international Go Skateboarding Day in 2016. Project DSS actively involved end consumers in their digital feeds and in real life on the streets of Berlin. Everyone was invited to take part in re-designing the city’s notorious Dog Shit Spot in the borough of Friedrichshain. The final spot design resulting from the voting campaign and live voting events was then built by concrete skate park experts and project partners Yamato Living Ramps.
Since then, the Dog Shit Spot has been a public Nike SB Brand Space in the heart of Europe’s most vibrant city for skateboarding and youth culture. The spot has served as a daily meeting point for Berlin’s local skate scene and continues to attract international guests from across the globe. It has also proven itself as a Nike SB Brand Hub to host consumer events and campaign photo shoots.
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Bump, Volcano or Granite Rail?
At the outset of Project DSS, we hosted a consumer voting to involve the local Berlin community and skaters from all across Europe with their ideas on the redesign of the famous Dog Shit Spot for Nike SB. Skaters could vote online or at five voting events in Berlin.
Engagement & Reward
The first preview of the construction plans was limited to an exclusive audience consisting of athletes, media, and the most active participants of Project DSS, after hours in the Berlin Nike Store. Engagement and ownership were the central goals of the entire activation campaign.
From Local to Global
On an international level, we integrated Project DSS into the global Nike SB Campaign surrounding Go Skateboarding Day 2016. That way, we put the spot on the international skate spot map even before it was finished.
Key City, Key Moment.
The grand opening of DSS coincided with Berlin Fashion Week and Bright skateboarding tradeshow. It attracted a whooping 1,000 visitors onto the freshly paved concrete. Supporting the Nike SB product launches for the tradeshow – including a pizza-themed Nike SB sneaker – Project DSS created an enormous appetite among the crowd. Yummy!
