Instead of fixing your broken phone screen, Nike is giving you a chance to use it as part of your phone's design with the 'Spider Screenbreaker' campaign. With the goal of promoting MMA champion Anderson 'The Spider' Silva, Nike released a series of damage-integrating wallpapers. The phone-optimized images show Silva attacking your screen so it looks like the expert fighter attempted to punch through your phone. As a result, the cracks simply look like a part of your phone's design.
Conceived by Brazilian ad agency 9ine Sports & Entertainment, the campaign is aimed at a large target market. Since about 25 percent of phones have a broken screen, releasing the Spider Screenbreaker helps many phone owners with a quick fix while promoting Silva and Nike.