• SUB CATEGORY :
    FILM CRAFT LOTUS
  • 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
  • CULTURAL 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.
  • 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.
  • SUB CATEGORY :
    INTERNET FILM
  • COMPANY ENTERING :
    INNORED, SEOUL
  • ENTRY TITLE :
    AMAZING AIR CONCERT
  • BRAND :
    ELECTROLUX
  • ADVERTISER :
    ELECTROLUX KOREA
  • AGENCY :
    INNORED, SEOUL
  • OTHER CREATIVE CREDITS :
    ALL INNORED
  • FILM PRODUCTION COMPANY :
    SPACE MONSTER, SEOUL
  • DIRECTOR :
    YK KIM
  • DIRECTOR OF PHOTOGRAPHY :
    JONGKWAN KIM
  • ASSISTANT DIRECTOR :
    HYUNGKEUN JEON/SUHYUN KIM/SUBONG BACK
  • FILM PRODUCER :
    HUIJOON CHO
  • POST-PRODUCTION COMPANY :
    INNORED, SEOUL
  • SPECIAL EFFECTS COMPANY :
    INNORED, SEOUL
  • SOUND PRODUCTION COMPANY :
    INNORED, SEOUL
  • ENGLISH SYNOPSIS :
    THE WIRELESS VACUUM CLEANER INDUSTRY IS GROWING FAST IN KOREA. THE CONVENIENCE OF THE WIRELESS VACUUMS IS BEING PRAISED BUT THERE IS MUCH SKEPTICISM OVER THEIR SUCTION FORCE. IN SUCH STATUS QUO, WE WANTED TO SHOW THE STRONG SUCTION POWER OF THE ELECTROLUX WIRELESS VACUUM IN A UNIQUE WAY. THE TOTAL WEIGHT OF THE GRAND PIANO, PIANIST, AND THE CHAIR WAS 400KG. IN ORDER TO LIFT THIS WEIGHT, WE NEEDED THE TOTAL OF THREE WIRELESS VACUUMS. LIFTING THE PIANO ONLY WITH THE SUCTION FORCE OF THREE WIRELESS VACUUM CLEANERS WAS MADE POSSIBLE BY A RUBBER SUCTION PLATE CREATED TO CONNECT THE PIANO AND THE VACUUMS. AS A RESULT, WE WERE ABLE TO BEAUTIFULLY CAPTURE THE MOMENT OF THE PIANO BEING LIFTED FIVE STORIES HIGH BY THE POWER OF THE WIRELESS VACUUMS IN THE MIDDLE OF THE STREET.
  • URL :
    https://youtu.be/8YxPU-X9Dmk