Nike’s ‘Force Fate’ campaign has been high profile throughout the Games, but the athletic co has taken it to new heights, literally, with large-scale projections of user-submitted slogans in downtown Vancouver.

Using the luxuriously huge, blank canvas that is the side of the Sears store on Robson St., the Force Fate projections cover the entire side of the building. Changing ever five seconds or so, the projections feature ‘Force Fate’ slogans created by fans on an app, called ‘Podium Props’ on the Nike Training Facebook page.

Each ‘ad’ features one of the campaign’s Team Canada athletes, chosen by the user, a slogan they devised, their name and the link to the Facebook fan page. The ad is projected nightly onto the Sears building, creating a massive, high-impact OOH ad for the benefit of the dense crowds that fill Robson St. every night.

The Nike Training Facebook page is a hub of interactivity, with almost 24,000 fans and three Olympic-themed apps for users. The first is a create-your-own-logoed-photo app, the second the ‘Podium Props‘ and the third a video app that lets fans upload their own ‘Nike video’ to the page’s video gallery.

Creative for the campaign was handled by US-based Wieden + Kennedy and media was handled by Cossette.