Nike Japan reimagines the future of sport via latest Wieden + Kennedy Tokyo spot
Wieden + Kennedy Tokyo and Nike Japan have created this new campaign for International Day of the Girl Child, aimed at inviting Gen Z in Japan to escape the pressures of perfection and express the power of sport.
Gen Z in Japan are under a unique set of pressures. With today’s society offering them vast opportunities that weren’t available to previous generations, they face choice overload. Added to this are the additional realities of leading active, digital-first lives – leading to a generation eager for unbound self-control and expression.
As a part of its global campaign that reimagines the future of sport, Nike has singled out the pressure to be perfect as a key barrier Gen Z faces in Japan. Rather than depict elite-level athletes dominating flawlessly, Nike has built a story around a relatable Gen Z protagonist. The anthem film follows a protagonist, Aika, who is facing self-imposed pressures to get good grades, find a solid job and compare herself to her peers on social media. Unexpectedly, Aika witnesses the pressures of perfection on Japanese women from different time periods in the past. With each visit, she realizes she is not alone in feeling these pressures and gains confidence through sport to push through and unlock her authentic self.
As the film gains momentum, Nike athletes and catalysts such as skaters Yurin Fujii & Ginwoo Onodera and breaker Ami Yuasa appear as today’s expression of sport, adding even more inspiration along her journey. The film culminates with the protagonist receiving the support of generations of Japanese women before her and taking these learnings and confidence into living her life the way she wants to, unapologetically.
To establish this world, we turned to director Georgia Hudson to bring a unique and poetic story to life. The film alternates between metaphorical sequences depicting the pressures of perfection in the past, contrasted with modern-day, relatable Gen Z pressures. Sport is positioned as the shortcut to reimagining those pressures, releasing the tension, and confidently finding the most authentic version of yourself.
In addition to the film, Nike plans to release a set of bespoke athlete key visuals, providing inspiration directly from Nike catalysts.
Credits
WIEDEN+KENNEDY TOKYO
Creative Director – Max Pilwat, Erwin Federizo
Copywriter – Marina Danjo, Andrew Miller, Kiran Strickland
Art Director – Kazuhi Yoshikawa, Josh King
Designer – Konatsu Matsumoto, Akane Yasuda
Head of Brand Management – Jordan Cappadocia
Brand Director – Paanii Annan
Brand Supervisor – Chelsea Hayashi
Brand Executive – Ryu Kaida
Assistant Brand Executive – Kai Laughlin
Executive Producer – Kosuke Sasaki
Producers – Eisuke Arai, Yoko Onodera, Matthew Kato
Head of Strategy – Thijs van de Wouw
Senior Strategist – Tai Koga, Rudy Jean-Francois
Comms Planning Director – Patrick Fahey
Comms Strategist – Taiki Satoh
Creative Operations Director – Aiwei Ichikawa
Agency Editor – Vinod Vijayasankaran, Jacob Kim
PR Director – Kazuki Kyogoku
Translator – Mako Tomita, Takuro Kobayashi
Head of Production – Michelle Brough
Chief Creative Officer – Ian Toombs, Vivian Yong
President – Yosuke Suzuki
PRODUCTION COMPANY – Park Pictures
Director – Georgia Hudson
Executive Producer- Fran Thompson
Producer – Annabel Ridley, Katie Lambert
Production Manager – Fred Deedes, Andrea Harvey
Director of Photography – Steve Annis
Gimbal Operator – Myron Mance
PRODUCTION COMPANY – AOI Pro.
Producer – Daisuke Misu, Sakii Gotsu
Line Producer – Wataru Ode, Koichiro Narita, Yuto Brian Ota
Assistant Producer – Kanta Yamaguchi
Production Manager – Yurika Yamada, Haruka Ono, Sena Ross
Assistant Director – Nagisa Kodama
Production Designer – Masami Tanaka
Casting Director – Mai Ikeda, Azumi Matsumoto, Yurika Kagami, Kensaku Watanabe
Lighting Director – Tetsu Moritera
1st AC – Takao Baba
Stylist – Tatsuya Shimada
Hair & Make up Hair- Kunio Kohzaki
Make-up – Yoko Minami
DIT – Shinya Nagao
Sports Choreographer – Eddie McClements
Choreographer – Masaki Okawa
History Professor – Mahoko Kyoraku
Editor – Paul O’Reilly (Trim)
Edit producer – Polly Kemp (Trim)
Assistant Editors – Nanako Kawasaki, Jacques Simon (Trim)
VFX – Jitto
Online Editor – Akio Sakamaki
Music Composer – Black Cat White Cat
Sound Designer – Michael Anastasi
Sound Mixer – Daniel Lovell
Colorist – Daniel De Vue (TRAFIK)
