#MINOHODOSHIRAZU (DON'T KNOW YOUR PLACE)

Title#MINOHODOSHIRAZU (DON'T KNOW YOUR PLACE)
BrandNIKE
Product / ServiceNIKE
CategoryA12. Achievement in Production
EntrantDICTIONARY FILMS Tokyo, JAPAN
Idea Creation DICTIONARY FILMS Tokyo, JAPAN
Idea Creation 2 WIEDEN+KENNEDY TOKYO, JAPAN
Media WIEDEN+KENNEDY TOKYO, JAPAN
PR WIEDEN+KENNEDY TOKYO, JAPAN
Production DICTIONARY FILMS Tokyo, JAPAN
Production 2 WIEDEN+KENNEDY TOKYO, JAPAN
Contributing CUTTERS Tokyo, JAPAN
Contributing 2 PIANO Tokyo, JAPAN
Contributing 3 B-PRO Tokyo, JAPAN

Credits

Name Company Position
Peter Grasse Dictionary Films Executive Producer
Omri Cohen Dictionary Films Director
Kristof Brandl Dictionary Films Director of Photography
Ryan McGuire Cutters Editor, Managing Director
Mike Farr Wieden+Kennedy Tokyo Executive Creative Director
Tota Hasegawa Wieden+Kennedy Tokyo Executive Creative Director
Hiroshi Kuyama Wieden+Kennedy Tokyo Creative Director
Azsa West Wieden+Kennedy Tokyo Creative Director
Yohei Adachi Wieden+Kennedy Tokyo Art Director
Andrew Miller Wieden+Kennedy Tokyo Creative Director
Takeshi Amata Wieden+Kennedy Tokyo Copywriter
Ryan Johnson Wieden+Kennedy Tokyo Account Executive
Tatsuya Horikoshi Wieden+Kennedy Tokyo Account Director
Casey Yoneyama Wieden+Kennedy Tokyo Account Manager
Ben Conkey Cutters Colorist
Dr. Yu Cutters Finish
Kana Wakabayashi Wieden+Kennedy Tokyo Agency Producer
Kosuke Sasaki Wieden+Kennedy Tokyo Broadcast Producer
Paula Bloodworth Wieden+Kennedy Tokyo Strategic Planner
Maria Correa Wieden+Kennedy Tokyo Strategic Planner
Itaru Hagino Wieden+Kennedy Tokyo Strategic Planner
Keisuke Koumae Wieden+Kennedy Tokyo Designer
Ayano Takase Wieden+Kennedy Tokyo Designer
Daisuke Asada Wieden+Kennedy Tokyo Designer
Eriko Wakabayashi Wieden+Kennedy Tokyo Designer
Reiko Kawaguchi Wieden+Kennedy Tokyo Digital Producer
Joaquin Zuluaga Wieden+Kennedy Tokyo Production Assistant
Lizzie Murray Wieden+Kennedy Tokyo Studio Manager
Yoko Onodera Wieden+Kennedy Tokyo Production Manager

Brief Explanation

The TV spot opens with young voices from a traditional “morning meeting.” The voice over goes on to state various limits that society and educational environments have influenced and imposed over the years. The visuals show a stark contrast to the voice over, portraying young athletes aggressively challenging and breaking their limits. We hope to inspire Japanese youth with Nike’s JUST DO IT. spirit by giving them an opportunity to reevaluate and redefine the phrase “Minohodoshirazu

Results

In a nutshell, here’s our BIG achievement in production: Of course this spot was difficult to produce! Most spots with many locations and heaps of talent are. YET, this is NOT our achievement! RATHER, the true achievement in production was our ability to CAPTURE the ethos & energy of the new Japan. HOW did we achieve that? We achieved that by making the RIGHT CHOICES and infusing our production with energy, enthusiasm and a FRESH approach. Utilizing our SEAMLESS PIPELINE with partner post house Cutters Tokyo allowed us to eliminate COMMON REDUNDANCIES in production and OPTIMIZE EFFICIENCY. We had editorial staff on set, and a post production producer in place throughout production to ensure on time delivery on a ridiculously tight schedule. It is an INSPIRED piece and it is succeeding in inspiring many. That’s the ACHIEVEMENT in production.

Links

Website URL