9 HEROES

Title9 HEROES
ClientNIKE JAPAN
Product/ServiceNIKE BASEBALL
CategoryA01. Corporate Identity Schemes
EntrantBEACON COMMUNICATIONS Tokyo, JAPAN
Entrant Company BEACON COMMUNICATIONS Tokyo, JAPAN
Advertising Agency BEACON COMMUNICATIONS Tokyo, JAPAN

Brief Explanation

But in Japan, high school baseball players have a different ethos than their counterparts in the west. Team unity is paramount, and attention on individual performance is considered to be a secondary concern. “The nail that sticks up gets hammered down”.

The Brief

Nike wanted to inspire and empower young athletes, so they launched a campaign targeting high school baseball players throughout the country.

How the final design was conceived

The logo is a simple numeral 9 with a radical spreading of lines from the center. These lines represent the path back to their position taken by players after a huddle on the mound to talk around the pitcher. It signifies both the teamwork of coming together for a common win and the individual moment where each player needs to shine in which ever corner of the diamond he belongs.

Indication of how successful the outcome was in the market

The logo was applied to everything from DM packaging, mobile and pc site, to an actual baseball. We were able to track click through rates of more than 3 times to 7 times the normal DM rates in Japan (different positions used the mobile site more than others).

Credits

Name Company Position
Yohei Yamada Amana Inc. Retoucher
Ryohei Takanashi Amana 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