• SUB CATEGORY :
    EDITING
  • COMPANY ENTERING :
    DICTIONARY FILMS TOKYO, TOKYO/CUTTERS TOKYO, TOKYO
  • ENTRY TITLE :
    NIKE #MINOHODOSHIRAZU
  • BRAND :
    NIKE
  • ADVERTISER :
    NIKE
  • AGENCY :
    WIEDEN + KENNEDY TOKYO, TOKYO
  • EXECUTIVE CREATIVE DIRECTOR :
    MIKE FARR/TOTA HASEGAWA
  • CREATIVE DIRECTOR :
    HIROSHI KUYAMA
  • COPYWRITER :
    TAKESHI AMATA/ANDREW MILLER
  • ART DIRECTOR :
    YOHEI ADACHI
  • ACCOUNT DIRECTOR :
    RYAN JOHNSON
  • ACCOUNT MANAGER :
    TATSUYA HIROKOSHI
  • ACCOUNT EXECUTIVE :
    CASEY YONEYAMA
  • PR :
    MAIKO NISHIKAWA
  • STRATEGIC PLANNING DIRECTOR :
    PAULA BLOODWORTH/MARIA CORREA
  • STRATEGIC PLANNER :
    ITARU HAGINO
  • PRODUCTION ASSISTANT :
    JOAQUIN ZULUAGA
  • AGENCY PRODUCER :
    KANA WAKABAYASHI
  • DIGITAL PRODUCER :
    REIKO KAWAGUCHI
  • PRODUCTION MANAGER :
    YOKO ONODERA
  • STUDIO MANAGER :
    LIZZIE MURRAY
  • TRANSLATOR :
    MAKO TOMITA/TAKURO KOBAYASHI/TOSHIKO IIDA
  • FILM PRODUCTION COMPANY :
    DICTIONARY FILMS TOKYO, TOKYO
  • DIRECTOR :
    OMRI COHEN
  • D.O.P/CINEMATOGRAPHER :
    KRISTOF BRANDL
  • GAFFER :
    HIDEKI TATENO
  • EXECUTIVE PRODUCER :
    PETER GRASSE
  • POST-PRODUCTION COMPANY :
    CUTTERS TOKYO, TOKYO
  • EDITOR :
    RYAN MCGUIRE
  • COLORIST :
    BEN CONKEY
  • FLAME ARTIST :
    DR. YU
  • POST PRODUCER :
    MEGUMI IRINO
  • SPECIAL EFFECTS COMPANY :
    CUTTERS TOKYO, TOKYO
  • SOUND PRODUCTION COMPANY :
    ANOTHER COUNTRY, CHICAGO/PIANO INC., TOKYO
  • SOUND DESIGNER/MIXER :
    ERIC WIDMARK (ANOTHER COUNTRY)
  • SOUND STUDIO PRODUCER :
    KEISUKE "TOMMY" TOMINAGA (PIANO INC.)
  • MUSIC COMPOSER :
    NOZOMU YONEDA
  • ENGLISH SYNOPSIS :
    THE TV SPOT OPENS WITH YOUNG VOICES FROM A TRADITIONAL “MORNING MEETING.” THE VOICE OVER GOES ON TO STATE VARIOUS LIMITS THAT SOCIETY AND EDUCATIONAL ENVIRONMENTS HAVE INFLUENCED AND IMPOSED OVER THE YEARS. THE VISUALS SHOW A STARK CONTRAST TO THE VOICE OVER, PORTRAYING YOUNG ATHLETES AGGRESSIVELY CHALLENGING AND BREAKING THEIR LIMITS. WE HOPE TO INSPIRE JAPANESE YOUTH WITH NIKE’S JUST DO IT. SPIRIT BY GIVING THEM AN OPPORTUNITY TO REEVALUATE AND REDEFINE THE PHRASE “MINOHODOSHIRAZU.”
  • ENGLISH CONTEXT EXPLANATION :
    THE PHRASE “MINOHODOSHIRAZU” IS TYPICALLY USED AS AN INSULT DIRECTED AT PEOPLE WHO ARE SEEN AS OVERLY AMBITIOUS. HOWEVER, NIKE BELIEVES THAT “NOT KNOWING YOUR PLACE” AND NOT PLACING LIMITS ON YOURSELF, IS AN IDEAL MINDSET FOR ATHLETES. BY COMBINING THE IDEA OF “MINOHODOSHIRAZU” WITH “JAPANESE ATHLETES CHALLENGING THEIR LIMITS,” WE WANTED TO GIVE THE PHRASE A SURPRISING, POSITIVE MEANING.