| Title | PLAY THE REAL THING |
| Brand | NIKE JAPAN |
| Product / Service | NIKE FIVE |
| Category | A05. Alternative Media |
| Entrant | BEACON COMMUNICATIONS Tokyo, JAPAN |
| Entrant Company: | BEACON COMMUNICATIONS Tokyo, JAPAN |
| DM/Advertising Agency: | BEACON COMMUNICATIONS Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Shunsuke Kakinami | beacon communications k.k. | Creative Director/Planner/Producer |
| Shuhei Tsuji | beacon communications k.k. | Senior Copywriter |
| Yusuke Morotomi | beacon communications k.k. | Art Director, Designer |
| Masato Konno | beacon communications k.k. | Art Director, Designer |
| Ryo Kobayashi | beacon communications k.k. | Copywriter |
| Takuro Amada | beacon communications k.k. | Strategic Planner |
| Norio Serizawa | beacon communications k.k. | Account Supervisor |
| Kenji Kondo, Satoshi Inoue | beacon communications k.k. | Account Director |
| Root Communications | Website Production Company | |
| TYO PRODUCTIONS | Film Production Company | |
| Takeshi Fukuda | TYO PRODUCTIONS | Executive Film Producer |
| Satoshi Mori | easeback | Director, Editor |
| Hiromichi Takagi | TYO PRODUCTIONS | Film Producer |
| Koichi Shibukawa, Shun Uesugi | TYO PRODUCTIONS | Film Production Manager |
| Shingo Fujii | oddjob | Creative Coordinator |
| Takuya Murakami | Artist Bureau | Sound Designer |
| Masashi Sasaki | Camera | |
| Shohei Mukaide | TENPRINT | Book Producer |
| Jun Fukahori | Root Communications | Photo Producer |
| Ryosuke Dohi | CAS & CAS | Photographer |
We needed to promote a New Launch of Nike5, high performance Futsal shoes and apparel from Nike.
Futsal is a game of five-a-side football played on a smaller field. The sport is growing in Japan but few people have seen or experienced it played at higher level, there is very little exposure to professionals or international tournaments, most players don’t even know the real rules. Nike needed to create a benchmark for the game and give players the opportunity to experience first-hand how it can really be played. No message can outweigh Playing the Real Thing. So we pursued the real thing rather than creating some “high performance” product ad.
“Play the Real Thing.” Using the actual futsal field as our media we put together a mystery dream team of futsal professionals to invade games across the country to directly engage and interact with consumers about the game and the Nike5 brand.
Nike sold out, of all NIKE5 boots and clothing. The matches became more and more crowded with spectators as the rumors got out that a mysterious professional team was at the local field playing any team who challenged. Our SNS visitors increased day by day. And now the Nike5 brand can interact with consumers and fans on an ongoing basis. - YouTube : over 30,000 views - Facebook : over 120,000 views