9 HEROES

Short List
Title9 HEROES
BrandNIKE JAPAN
Product / ServiceNIKE BASEBALL
CategoryA01. Mobile Websites and Web Applications
EntrantBEACON COMMUNICATIONS Tokyo, JAPAN
Entrant Company BEACON COMMUNICATIONS Tokyo, JAPAN
Advertising Agency BEACON COMMUNICATIONS Tokyo, JAPAN

Credits

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

Brief Explanation

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.

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