Adult coloring books are just one way that people have kept busy during quarantine. One was even designed for the occasion, aptly titled: “Fuck Off, Coronavirus, I’m Coloring.”
Nike Japan recently got in on the coloring frenzy thanks to agency AKQA. The footwear giant’s latest campaign involves a booklet of black-and-white outlines of the latest Air Max releases, accompanied by an app that superimposes an augmented reality model of the shoe hovering over the page.
As people physically color in the pages, their changes are updated to the 3-dimensional model in real time.
Tim McDonell, group creative director at AKQA, said the idea was born as a way to bring quarantined people together through a virtual collaboration.
“The best creativity is often born out of restriction,” he said.
What hobbies have you taken up in quarantine? Have you noticed them actually boosting your creativity at work as well—or just helping you keep from fraying at the edges? Let me know at the email below or at @minda_smiley on Twitter.
Minda Smiley
Agencies Reporter, Adweek
Minda.Smiley@Adweek.com
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