What’s Mokum? Oldskool slang for Amsterdam. This Nike Running campaign revolved around the idea of getting runners to use GPS tech to draw virtual graffiti with their feet — the 'Nike+ Graffiti Challenge'. It also involved the creation of a temporary pop up store within a runner’s spitting (or snot rocket) distance of Amsterdam’s most popular urban park. The best of the best creations were then exhibited at the 'runhouse'. The campaign went on to be replicated in various other European cities, and for whatever it’s worth, it also won the ‘Webby Awards’ International Online Campaign of the Year.