Winners & Shortlists


Entrant Company CHEIL GERMANY Schwalbach, GERMANY
Advertising Agency CHEIL GERMANY Schwalbach, GERMANY
Advertising Agency 2 CHEIL UK London, UNITED KINGDOM
Name Company Position
Roland Rudolf Cheil Germany Gmbh Chief Creative Officer
Joern Welle Cheil Germany Gmbh Creative Director
Daniel Gumbert Cheil Germany Gmbh Design Director
Fernanda Roedel Cheil Germany Gmbh Concept Developer
Moritz Gillrath Cheil Germany Gmbh Agency Producer
Georg Erb Cheil Germany Gmbh Project Manager
Dr. Yoo/Mi Choi Cheil Germany Gmbh Senior Client Service Director
Katharina Fahnl Cheil Nordic Head Of Social Media
Urban Johansson Cheil Nordic Social Media Account Manager
Logan Wilmont Cheil UK Executive Creative Director
Mark Woodward Cheil UK Head Of Ux
Anthony Evangelista Cheil UK Senior Project Manager
Hazel Dwyer Cheil UK Senio Account Manager
Mark Fretten Cheil UK Creative
Rob Perham Cheil UK Creative
Simon Boniface Cheil UK Creative
Simon Friedberg Cheil UK Creative
Tim Polder Cheil UK Creative Planner
Nazneen Hosenie Cheil UK Producer
Cem Derin Active Value Senior Developer

Creative Execution

We challenged our community how to put back the fun into run. A fanboy’s idea was realized and we sent him to Australia to attach a FuelBand to a real kangaroo. People on Facebook could guess how many fuelpoints the tagged kangaroo would score. By joining the competition and posting NIKE’s own hashtags, participants hijacked NIKE’s social feeds and created a conversation around KangaROOS. On Indiegogo we launched the World’s First Analogue Fitness Tracker: a sweatband, positioned opposite the NIKE FuelBand. But our crowdfunding project is a parody, including an ironic, viral video that generated a lot of attention.

Within a few weeks our engagement rate on Facebook grew by 400% and over 18,000 people mentioned KangaROOS on Twitter. In total we reached 8.1 million people. Also, our crowdfunding project was a big success: As well as gaining 130,000 impressions within the Indiegogo Network, we reached our funding goal of 10,000 Euro and sold all of the available KangaROOS sneakers. And altogether we gained 3.0 million contacts as free PR coverage in total. But most importantly: KangaROOS has touched a truth we all feel: Sometimes technology doesn’t make life more fun. So ... just ROO it!

The spirit of running has been taken over by NIKE’s big brand technology, counting every step and constantly measuring your performance. So the mission for niche sneaker brand KangaROOS’ 35th anniversary was: Put the fun back into run! We tied into the mindset of breaking free of pre-described settings – by launching the World’s First Analogue Fitness Tracker on a crowdfunding platform and combining this with a competition on Facebook that proves the absurdity of running after some made-up statistics. We wanted to show everybody how we take on our biggest competitor and his gadget: NIKE and the FuelBand. We wanted to just ROO it!