Mobile campaigns are starting to become more common, and this one from Nike taps right into the hearts of today's digital generation. The Nike campaign lets you snap pictures, and after sending the picture to Nike, where they use a simple colour algorithm to create a Nike shoe designed in the 2 major colours from the image. Nike PhotoiD opens a genuine creative dialogue between the brand and its audience, allowing consumers to safe the mashed up creation of their picture and the Nike show as a wallpaper, or even order the custom designed shoe.  The campaign is launched this week in 9 countries across Europe. Video of the campaign here