Title | 9 HEROES |
Brand | NIKE JAPAN |
Product / Service | NIKE BASEBALL |
Category | A06. Integrated Mobile Campaigns |
Entrant | BEACON COMMUNICATIONS Tokyo, JAPAN |
Entrant Company | BEACON COMMUNICATIONS Tokyo, JAPAN |
Advertising Agency | BEACON COMMUNICATIONS Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Yohei Yamada | Rizing Inc. | Retoucher |
Ryohei Takanashi | Acube Inc. | Cameraman |
Yuta Sato | Amana Inc. | Producer |
Eiji Nakamura | Root Communications | Producer |
Masatoshi Fujiyama | Root Communications | Technical Director/Engineer |
Toshinori Matsuura | Root Communications | Art Director |
Amana | Production | |
Root Communications | Interactive Design | |
Takuro Amada | Beacon Communications K.K. | Strategic Planner |
Shintaro Tanabe | Art Director | |
Ryo Mochizuki | Beacon Communications K.K. | Agency Producer |
Kenji Kondo | Beacon Communications K.K. | Account Director |
Shuhei Tsuji | Beacon Communications K.K. | Copywriter |
Jon King | Beacon Communications K.K. | Executive Creative Director |
Kazz Ishihara | Beacon Communications K.K. | Creative Director/Art Director |
In Japan, baseball players have a different ethos than their counterparts in the west. Team unity is paramount, and individual performances are considered to be secondary concerns. Nike wanted to change this, and chose to launch a campaign targeting high school baseball players throughout the country. Schools were sent a box of 9 baseballs, with one ball for each position on a baseball field. Each ball contained a custom QR code that linked to a position-specific mobile site. Each mobile site contained training tips and advice from Nike athletes on how to succeed and become stars at their position. The mobile sites also enabled players to compete with other athletes at their position from other schools. The Nike 9 Heroes campaign generated enormous interest around the country in the lead up to Japan's most famous high school baseball tournament, and helped change player's attitudes towards individual success.