Client: Nike (Korea)
Agency: Wieden + Kennedy Tokyo
Description: Just Do It: "Be Heard" Social Activation Campaign and "Hear Us" TVC/Film (featuring the Voices of Korean Teens) for Nike Korea
My Role: Concept Development, Creative Writing at Wieden + Kennedy Tokyo as Copywriter / Korea Creative Advisor
Nike Korea's new Just Do It campaign inspires a generation to play loud and challenge expectations. Off the back of the launch film "Play Loud", Nike Korea launches the social activation 'Be Heard', in partnership with KakaoTalk, a popular free mobile messaging application in Korea. Nike encourages kids to speak out, by recording their voices and telling their own #JustDoIt stories, on the campaign site as well as basketball and football events hosted by Nike Korea. These recorded voices will then be shared daily on Nike.com, Nike's social accounts, as well as Pikicast.
Final 60-second TVC/Film
Just Do It: 들어봐, 우리의 외침 (Hear Us)
Users tell their own sports stories via KakaoTalk messenger app
(why they play sports, what it feels like to play, aspirations in the game, and more)
(why they play sports, what it feels like to play, aspirations in the game, and more)
축구를, 그냥 축구 자체를 좋아했던 것 같아요.
I think I just liked football as is.
친구들하고 축구공 하나만 있으면 그 자체가 좋았고
Only thing me and my buddies needed was a ball
내가 축구장에 있는 게 그냥 되게 행복했던 것 같아요.
and just being on the pitch made me really happy.
User submission from Ki Sung-yueng
(South Korea National Football Team Captain & Swansea City FC Midfielder)
단지 나에게 스포츠가 아니다.
To me, it’s not just a sport.
농구를 할 때면 나는 생각과 고민이 없어진다.
When I play basketball, all kinds of (negative) thoughts disappear.
농구는 나에게 걱정과 고민을 지워주는 지우개다.
Basketball to me is an eraser that rubs out anxiety and worry.
User submission from Kim Bum-soo
(Student)
사람들이 저한테 물어봐요, "왜 그렇게 열심히 달리냐?"
People ask me, "why are you running around like that?"
근데 각자 이유란게 있잖아요. 저도 저만의 이유가 있거든요.
But everybody has own reason. I got my own reason, too.
저는 저 스스로를 더 뛰어넘고 싶어요.
It's that I want to overcome myself.
저를 이기고, 물론 다른 사람들도 이기면 좋지만, 그냥 저는 저 스스로를 극복하고 싶어요.
I want to win against myself, of course winning against other people is great, but I just want to overcome my very self.
그냥 제 한계를 보고 싶거든요. 그래서 매일 달리고 달리고 또 달려요.
Just want to see how far I can go. So I run, run and run everyday.
User submission from Lee Tae-hee
(Student)
사람들이 살 그만큼 뺏으면 된거 아냐?
People tell me ‘You’ve lost enough weight though?’
혹은 운동 선수도 아니고 뭘 그리 열심히 해? 라고 말하지만
or “Why are you training so hard? It’s not like you are some kind of a professional athlete.”
오늘도 내가 땀을 흘리는 이유는
The reason why I sweat everyday is
나란 녀석을 마주할 수 있고, 알아갈 수 있기 때문이야.
I can face myself and get to know me.
얼마나 달라진 날 마주할 수 있을까?
How much different/improved me will I face?
지금 이 순간도 설렌다.
I'm already excited.
User submission from Cho Sam-kyul
(Student)
"It's true this is hard, but every time I beat (my own) record, I feel so excited so I like it!"
User submission from Park Yun-jung
(A 15-year old student, the Winner of Nike Mile Run Korea - Women's)
Credits:
W+K TOKYO
Executive Creative Directors: Mike Farr, Tota Hasegawa
Creative Director: Adam Koppel
Art Director: Daisuke Maki
Copywriter: Damon Kim
Agency Producer: Darryl Hagans
Account Team: Ollie Pym, Casey Yoneyama, Liwon Kim, Ryan Johnson
Business Affairs Manager: Amber Lavender
Digital Strategist: Greg White
Strategic Planner: Maria Correa
FILM PRODUCTION
Production Company: Park Pictures
Director: AG Rojas
Director of Photography: Alexander Disenhof
Executive Producers: Jackie Kelman Bisbee, Scott Howard
Line Producer: Timothy Kerrison, David Hong
Production Designer: Brian Croke
EDIT AND POST PRODUCTION
Editorial Company: Cutters Tokyo
Offline Editor: Aki Mizutani
Online Editor: Yu Yasuda
Post Producers: Timo Otsuki, Hayato Chaki, Shumpei Negami
Colorist: Ben Conkey
Sound Design & Mixing: Daniel Lovell
Local Agency: Mate
MUSIC
Music Company: Walker
Composer: Eric Stamile
Executive Producer: Sara Matarazzo
Music Producer: Abbey Hickman
DIGITAL AGENCY
Company: HS Ad
VOICE OVER MIX
Sound + Mix Company: ASAP2015
MEDIA AGENCY
Company: Innocean
Press & Media Coverage:
