TOKYO — Nike Japan and Wieden + Kennedy Tokyo documented three women who embodied the maxim that if at first you don't succeed, train harder and try again.
To create the online films, the brand and agency found three women who had failed to finish a previous marathon attempt, followed them for two months and helped them train for the 2015 Nagoya Women's Marathon, which took place on March 8. Films detailing each woman's story hit YouTube on March 6, and then the brand used its social channels to cover their progress in the 2015 race as it happened. A final film recapped the whole story.
Unlike glossy, stylized 30-second commercials, the filmmakers chose an oral-history approach, so the only voices we hear are the women's own as they first reveal their feelings of failure and inferiority — doubts that are in no way limited to their running — and then overcome those barriers.
Client: Nike Japan
Agency: W+K Tokyo
Executive creative directors: Mike Farr, Tota Hasegawa
Creative director: Adam Koppel
Art director: Matt Moore
Copywriters: Charlie Gschwend, Asami Yamashita
Designer: Ayano Takase
Planner: Maria Correa
Translator: Fumie Itake
Agency producer: Kana Wakabayashi
Agency assistant: Producer: Masataka Odaka
Account director: Ryan Johnson
Account supervisor: Ai Kawasaki
Account coordinator: Chihiro Sasaki
Production company: GunsRock Inc.
Director: Yasuhito Tsuge
Director: Takashi Koyama
Producer: Takeshi Matsutomo
Production managers: Yuu Banba, Kenji Tanimoto, Ryuta Nagano, Tatsuya Tsuji, Kaoru Tanaka
Directors of photography: Jin ito, Yoshitaka Murakami
Steady camera: Hisataka Ueda
Mixer: Shuji Komaki
Offline editor: Yoshitaka Honda, Nobuo Mita
Color correction: Hiroyasu Tsurukawa
Cast: Nao Harada, Natsumi Kozato, Kana Murata
This article first appeared on campaignasia.com.