| Title | PLAY THE REAL THING |
| Brand | NIKE JAPAN |
| Product / Service | NIKE FIVE |
| Category | A01. Event & Field Marketing |
| Entrant | BEACON COMMUNICATIONS Tokyo, JAPAN |
| Entrant Company: | BEACON COMMUNICATIONS Tokyo, JAPAN |
| Sales Promotion/Advertising Agency: | BEACON COMMUNICATIONS Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Shunsuke Kakinami | beacon communications | Creative Director/Planner/Producer |
| Shuhei Tsuji | beacon communications | Senior Copywriter |
| Yusuke Morotomi | beacon communications | Art Director, Designer |
| Masato Konno | beacon communications | Art Director, Designer |
| Ryo Kobayashi | beacon communications | Copywriter |
| Takuro Amada | beacon communications | Strategic Planner |
| Norio Serizawa | beacon communications | Account Supervisor |
| Kenji Kondo, Satoshi Inoue | beacon communications | 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 |
The objective was to promote this high performance line of products to Japanese players.
How do you launch high performance sportswear to weekend players?
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 playing any team who challenged. SNS visitors increased day by day. - YouTube : over 30,000 views - Facebook : over 120,000 views
No Ad message can outweigh the Real Thing. So we put an activation together to demonstrate a Real level of play and experience to our consumers in which they can immediately engage with the Nike5 brand and products. Seeing is believing, but playing is believing more deeply. This guerilla activation also provided a contagious excitement for others who were only spectators but felt they were a part of the games.