Write a short summary of what happens in the film

In the past year, Naomi Osaka has fully entered the global spotlight. As the hype and noise around her has grown, Naomi has stayed true to herself on and off the court. In this film, we showcase Naomi’s strong individual character in the face of the escalating hype, as she metaphorically responds to a flurry of media questions with the power of her tennis game.

Cultural/Context information for the jury

In Japan, domestic media is often criticized for their broadcast of athletes and women. Rather than respectfully championing their achievements, the media often asks unrelated or insensitive questions merely for entertainment purposes. With her mixed-race heritage and world-champion status, Naomi Osaka faces this even more in Japan. Yet, even as the media has bombarded her with questions that have nothing to do with her talent or success, she hasn’t budged in staying true to herself, garnering her respect and sparking conversation across the country. With that cultural momentum in mind, this film let Naomi make a statement without saying a word. Change everything but yourself.

Please tell us about the social behaviour and/or cultural insights that inspired your campaign

Maximizing both authenticity and relevance, each question in the spot was derived from a real question that the media has asked Naomi Osaka. The intentional mixture of languages not just achieved in capturing a global context to a Japanese audience, but also in capturing Naomi’s reality in this country, as reporters have found obsession in trying to get her to answer their questions in Japanese. As Japan continues to try and internationalize for the upcoming Olympics, this spot came at a perfect time to champion an athlete that’s unapologetically herself in the face of constant stereotyping, offering a rallying cry for those in Japan that also want to push back against the traditional narrow-mindedness of media. From a communications standpoint, the spot was broadcasted specifically during the French Open to first spark conversation within the sports fans of the country, before expanding far and beyond to a greater, nationwide audience.