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  • SUB CATEGORY :
    SOUND DESIGN
  • COMPANY ENTERING :
    ENJIN INC., TOKYO
  • ENTRY TITLE :
    JAPAN - WHERE TRADITION MEETS THE FUTURE
  • BRAND :
    VISIT JAPAN
  • ADVERTISER :
    JAPAN NATIONAL TOURISM ORGANIZATION
  • AGENCY :
    ENJIN INC., TOKYO
  • CREATIVE DIRECTOR :
    SHIRO NOMURA (ENJIN INC.)
  • COPYWRITER :
    MITSUHITO SATO (ENJIN INC.)
  • ART DIRECTOR :
    KAZUSHIGE TAKEBAYASHI (THINKA)/MEGUMU KASUGA
  • PHOTOGRAPHER :
    HIDEAKI HAMADA
  • DESIGNER :
    YUTO NAGUMO/NATSUKI ISA (THINKA)
  • PR PLANNER :
    MAI ABE (AUR)/NAMI HAYASHI (AUR)
  • COMMUNICATION DESIGNER :
    KOTARO MURANO (ENJIN INC.)/TAKESHI YAZAKI (ENJIN INC.)
  • AGENCY PRODUCER :
    MITSUHITO SATO (ENJIN INC.)
  • GRAPHIC PRODUCER :
    MIE MIURA (THINKA)
  • FILM PRODUCTION COMPANY :
    KIRAMEKI INC., TOKYO
  • DIRECTOR :
    VINCENT URBAN
  • D.O.P/CINEMATOGRAPHER :
    CLEMENS KRÜGER
  • FILM PRODUCER :
    TOMOAKI KUMANO (KIRAMEKI)
  • PRODUCTION MANAGER :
    YUKI MASUDA/KASUMI KAJITANI/YUKO ISHIBASHI
  • DRONE PHOTOGRAPHER :
    SATORU EMOTO (SARUTO)
  • EDITOR :
    MAX NEUMEIER
  • DIGITAL PRODUCTION :
    BASCULE INC., TOKYO
  • TECHNICAL PRODUCER :
    SEIKI NAKAYAMA
  • MOVIE EDITOR :
    MASAKI UEDA
  • FRONT-END ENGINEER :
    MICHIYASU WADA/YUKO KATSUDA
  • SERVER-SIDE ENGINEER :
    TSUYOSHI AIZU
  • TECHNICAL DIRECTOR & FRONT-END ENGINEER :
    YASUSHI HARADA
  • SOUND PRODUCTION COMPANY :
    AUDIOFORCE, BERLIN
  • SOUND STUDIO PRODUCER :
    THOMAS SUESS (AUDIOFORCE)/ERIK REIFF (AUDIOFORCE)/
    SHINOBU SAKAMAKI (AUDIOFORCE)
  • PLANNER :
    TOMOKA KURATA
  • EDITOR :
    YU IKEO (EUPHORIA FACTORY)
  • ASSISTANT EDITOR :
    TAISUKE SEKI (EUPHORIA FACTORY)
  • PHOTO RETOUCHER :
    YOSHINOSUKE YAMANASHI
  • ENGLISH SYNOPSIS :
    FEWER THAN HALF AS MANY EUROPEANS TRAVEL TO JAPAN THAN CHINA OR THAILAND. IN FACT, JAPAN IS NOT EVEN IN TOP 5 OF MOST POPULAR ASIAN TRAVEL DESTINATION FOR EUROPEANS. ONE OF THE REASONS FOR THIS UNPOPULARITY IS THE LACK OF EXPOSURE TO WHAT JAPAN HAS TO OFFER. IN AN EFFORT TO RAISE JAPAN'S POPULARITY IN EUROPE, JNTO DEVELOPED ITS FIRST-EVER JAPAN TOURISM BRANDING CAMPAIGN FOR EUROPE, "JAPAN - WHERE TRADITION MEETS THE FUTURE." JAPANESE AND GERMAN CREATORS COLLABORATED TO CONDENSE 45 MOVIE SCENES FROM TOKYO, KYOTO, KUMANO, ISE AND OTHER LOCATIONS THROUGHOUT JAPAN INTO A 3-MINUTE MOVIE THAT SATISFIES BOTH JAPANESE AND EUROPEAN SENSITIVITIES. THE MOVIE BRILLIANTLY DEPICTS THE ATTRACTIONS OF JAPAN WHERE TRADITION, INNOVATION AND NATURE ARE ONE. WITHIN A MONTH OF ITS RELEASE, THE MOVIE BECAME A HOT TOPIC WITH OVER 2 MILLION CUMULATIVE VIEWS, 20,000 LIKES AND 25,000 SHARES ON FACEBOOK.
  • ENGLISH CONTEXT EXPLANATION :
    BASED ON THE RESULTS OF SURVEYS AND INTERVIEWS IN EUROPE, WE FOUND THAT THE APPEAL OF JAPAN COULD BE EFFECTIVELY CONVEYED BY EXPRESSING THE CONTRAST OF TRADITION AND INNOVATION IN JAPAN, AS WELL AS COMMUNICATING ITS HOSPITALITY AND RICH NATURAL SCENERY. BY BALANCING THE POINTS OF VIEW OF JAPANESE CREATORS THOROUGHLY FAMILIAR WITH JAPAN AND EUROPEAN CREATORS WHO SEE JAPAN AS A FOREIGN COUNTRY, WE WERE ABLE TO PRESENT JAPAN FROM A UNIQUE NEW PERSPECTIVE.
  • SUB CATEGORY :
    INTEGRATED LOTUS
  • COMPANY ENTERING :
    WIEDEN+KENNEDY SHANGHAI, SHANGHAI
  • ENTRY TITLE :
    NIKE BADGE OF HONOR
  • BRAND :
    NIKE
  • ADVERTISER :
    NIKE CHINA
  • AGENCY :
    WIEDEN + KENNEDY SHANGHAI, SHANGHAI
  • CHIEF CREATIVE OFFICER :
    SUSAN HOFFMAN/COLLEEN DECOURCY
  • EXECUTIVE CREATIVE DIRECTOR :
    IAN TOOMBS/VIVIAN YONG
  • CREATIVE DIRECTOR :
    TERENCE LEONG/SHAUN SUNDHOLM/RALPH KARAM
  • COPYWRITER :
    LIU WEI
  • ART DIRECTOR :
    TIMOTHY CHENG/MAX PILWAT
  • HEAD OF INTEGRATED PRODUCTION :
    LEON YAN
  • COMPUTER ARTIST :
    PETE SHARP
  • FA ARTIST :
    STONE XUE
  • ACCOUNT DIRECTOR :
    DINO XU
  • ACCOUNT MANAGER :
    CHUCK XU
  • ACCOUNT EXECUTIVE :
    XUEER REN
  • STRATEGIC PLANNER :
    LEON LIN
  • MARKETING COMMUNICATION DIRECTOR :
    JESSICA SINN
  • MARKETING COMMUNICATION MANAGER :
    EVELYN HSU
  • EDITOR :
    NICOLE BEE
  • PROJECT MANAGER :
    AUSTIN HU
  • AGENCY PRODUCER :
    BERNICE WONG/FANG YUAN/JUNI ZHU/ANGELA LIU/VIC ZHANG
  • OTHER CREATIVE CREDITS :
    JACOB LINCOLN
  • SPECIAL EFFECTS COMPANY :
    PASSION PICTURES (LE CUBE), KUALA LUMPUR/
    AMANACLIQ, KUALA LUMPUR/
    BRAND NEW SCHOOL, KUALA LUMPUR
  • DIRECTOR :
    MARIANO FERNANDEZ RUSSO (PASSION PICTURES)/
    TOM BUNKER (AMANACLIQ)/
    BRUMBY BOYLSTON (BRAND NEW SCHOOL)
  • ANIMATOR :
    RYAN WEST (FROM AMANACLIQ)
  • SOUND PRODUCTION COMPANY :
    GREEN UNITED MUSIC, SHANGHAI/LISTEN STUDIO, SHANGHAI
  • PRINT PRODUCTION COMPANY :
    AMANACLIQ, SHANGHAI
  • PRINT PRODUCER :
    EDIE ZHANG
  • CAMPAIGN SUMMARY :
    IN CHINA, PARENTS WANT THEIR KIDS TO HAVE FUN PLAYING SPORTS BUT ARE NERVOUS ABOUT THE POSSIBILITY OF THEM GETTING HURT. SO THIS CHILDREN’S DAY NIKE IS OFFERING A SYMBOL OF THEIR DEDICATION TO SPORT IN CHINA CALLED THE NIKE “BADGE OF HONOR.” THE BADGE OF HONOR IS A SERIES OF SPECIALLY DESIGNED BANDAGES AVAILABLE FREE AFTER THE PURCHASE OF NIKE “YOUNG ATHLETES” PRODUCTS AT SELECTED NIKE RETAIL STORES. 4 SETS OF 14 BANDAGES WERE DESIGNED FOR BASKETBALL, RUNNING, FOOTBALL AND SKATEBOARDING. THEY WERE PACKAGED IN SPECIALLY DESIGNED SLEEVES THAT UNFOLD INTO COMIC STRIPS TELLING FICTIONAL STORIES OF YOUNG ATHLETES WHO PLAYED HARD, FELL DOWN AND THEN FOUND THE COURAGE TO GET BACK UP AGAIN.
  • THE BRIEF :
    NIKE WANTED TO HELP MORE CHINESE KIDS FALL IN LOVE WITH SPORTS. HOWEVER, OVERPROTECTIVE PARENTS IN CHINA OFTEN GET IN THE WAY AS THEY ALWAYS WORRY KIDS WILL GET HURT PLAYING SPORTS - ESPECIALLY WHEN THEY ONLY HAVE ONE CHILD. DEEP DOWN, THEY ARE NOT SURE THAT THEIR KIDS WILL BE TOUGH ENOUGH TO HANDLE THE BRUISES AND SETBACKS.
  • THE STRATEGY :
    WE GAVE KIDS A TOOL TO SHOW THEIR PARENTS HOW STRONG SPORTS HAS MADE THEM - THE “BADGE OF HONOR”, A SERIES OF SPECIALLY DESIGNED BANDAGES WITH FICTIONAL STORIES OF YOUNG ATHLETES WHO PLAYED HARD, FELL DOWN AND THEN FOUND THE COURAGE TO GET BACK UP AGAIN. BY PUTTING ON THESE NIKE BANDAGES, KIDS PROVED TO THEIR PARENTS THAT THEY WEREN’T AFRAID OF GETTING HURT, AND THAT SPORTS HELPS TO BUILD THEIR CONFIDENCE, COURAGE AND RESILIENCE – THEY WILL NOT ONLY BECOME BETTER ATHLETES, BUT ALSO BETTER PEOPLE.
  • THE EXECUTION/THE EXECUTION & CRAFT :
    ON CHILDREN’S DAY, WE DISTRIBUTED 100,000 PACKS OF THESE BANDAGES TO OVER 100 SELECTED NIKE RETAIL STORES ACROSS CHINA - THEY WERE AVAILABLE FREE WITH THE PURCHASE OF NIKE YOUNG ATHLETES PRODUCTS. WE ALSO MADE A SERIES OF ANIMATIONS FEATURING NIKE STAR ATHLETES AND INFLUENCERS TO SPREAD THE STORIES AND THE MESSAGE OF “WHEN YOU PLAY, PLAY HARD” TO MORE KIDS AND PARENTS. AS A RESULT, WE BUILT A NEW MEDIA CHANNEL AND STORYTELLING PLATFORM FOR NIKE TO CONNECT WITH THE 10 YO KIDS - ON WHOM TRADITIONAL ADVERTISING IS LESS EFFECTIVE - AS WELL AS THEIR PARENTS.
  • THE RESULT :
    100,000 PACKS OF BANDAGES WERE SOLD OUT IN A WEEK. THE ANIMATIONS GENERATED 12.7 MILLION VIEWS AND OVER 7 MILLION SOCIAL MEDIA CONVERSATIONS, THE HIGHEST THE YOUNG ATHLETES CATEGORY HAS EVER ACHIEVED.