Nike's Latest Japanese Spot Turns an Insult Into an Empowering Hashtag

'Minohodoshirazu' Ad Says That It's Okay to Be 'Overly Ambitious' and Test Your Limits

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Nike's latest spot from Japan addresses a cultural issue from that country head on, encouraging people to test their limits and be ambitious, rather than "knowing their place." The phrase "Minohodoshirazu" -- which translates to "don't know your place," is typically used as an insult in Japan, meaning someone is overly ambitious. But here, Nike attempts to transform it into an empowering hashtag embodying the "Just Do It" mentality.

The campaign, by Wieden & Kennedy Tokyo, is set to children's voices speaking words from a traditional Japanese "morning meeting," with commands to be humble, not try to do things they can't and stay within their limits. It features four athletes embodying the "Minohodoshirazu" mindset -- Koharu Sugawara (dancer), Nozomi Musembi Takamatsu (mid-long distance runner), Tomoya Ochiai (professional basketball player), and Ryotaro Ito (professional soccer player). Omri Cohen at Dictionary Films Tokyo directed the spot.

Out-of-home ads featuring these athletes are placed around the city, in Harajuku, Omotesando and Shibuya and the athletes' "Minohodoshirazu Stories," based on interviews, can be seen at Nike Japan's website.

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About

Credits
Date
Aug 05, 2016
Agency:
Wieden + Kennedy Tokyo
Client:
Nike (Japan)
Executive Creative Director:
Mike Farr
Executive Creative Director:
Tota Hasegawa
Creative Director:
Hiroshi Kuyama
Creative Director:
Azsa West
Art Director:
Yohei Adachi
Copywriter:
Takeshi Amata
Copywriter:
Andrew Miller
Film Producer:
Kana Wakabayashi
Broadcast Producer:
Kosuke Sasaki
Account Team:
Ryan Johnson
Account Team:
Tatsuya Horikoshi
Account Team:
Casey Yoneyama
Strategic Planner:
Paula Bloodworth
Strategic Planner:
Maria Correa
Strategic Planner:
Itaru Hagino
Designer:
Keisuke Koumae
Designer:
Ayano Takase
Designer:
Daisuke Asada
Designer:
Eriko Wakabayashi
Digital Producer:
Reiko Kawaguchi
Production Assistant:
Joaquin Zuluaga
Studio Manager:
Lizzie Murray
Production Manager:
Yoko Onodera
Public Relations:
Maiko Nishikawa
Translator:
Mako Tomita
Translator:
Takuro Kobayashi
Translator:
Toshiko Iida
Production Company:
Dictionary Films
Director:
Omri Cohen
Producer:
Peter Grasse
Line Producer:
Naoko Miyamoto
Director of Photography:
Kristof Brandl
Gaffer:
Hideki Tateno
Grip:
Shoichi Mawatari
Production Design:
Satoko Saito
Production Design:
Takako Maeda
Props:
Satoko Saito
Props:
Takako Maeda
Production Assistant:
Anna Liu
Stylist:
Misaki Hamabe
Stylist:
Shinobu Yamazaki
Hair and Make Up:
Yuka Shimizu
Location Manager:
Yusuke Morikawa
Production Manager:
Shunsaku Mayama
Casting Director:
Yoko Yamashita
Casting:
Oi Chan
Voiceover:
B-PRO
Film:
Tangram
Director:
Tao Tajima
Producer:
Masanobu Nagakura
Editing/Post Production:
Cutters Tokyo
Editor:
Ryan McGuire
Post Producer:
Megumi Irino
Online Artist:
Yusaku Yasuda
Colorist:
Ben Conkey
Assistant Editor:
Sachi Sasaki
Assistant Editor:
Luc-Yan Picker
Color Assistant:
Toshiki Kamei
Color Assistant:
Federico Capogreco
Online Assistant:
Tomomi Ogawa
Sound Designer / Mixer:
Eric Widmark
Music:
Piano Inc.
Music Producer:
Keisuke "Tommy" Tominaga"
Music Composer:
Nozomu Yoneda
Music Mixer:
Yasuhiro Tsurusaki
Sound Recording:
Yasuhiro Tsurusaki
Photography:
Amana
Producer:
Wataru Amano
Producer:
Wataru Ito
Assistant Producer:
Yusuke Hino
Photographer:
Munetaka Tokuyama
Photographer:
Kiyoshi Obara
Retoucher:
Keigo Masaki
Hair & Make Up:
Yoshi T for Mondo (AVGVST), Hama
Stylist:
Yuji Kudo
Stylist:
Naohiro Matsunoshita
Stylist:
Mahna Mahna

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