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W+K Tokyo's New Nike Korea Film Inspires a Generation to 'Play Loud'

Wieden+Kennedy Tokyo, 2 years, 1 month ago

Korean football legend Lee Young-Pyo stars in striking new spot directed by Park Pictures' AG Rojas

W+K Tokyo's New Nike Korea Film Inspires a Generation to 'Play Loud'

Korean youth are told that there is one path to succeed. No one realizes how brave, powerful, strong and capable this generation really is. Sport is a way to unleash their potential, find their voice and silence all doubters. Today, Nike Korea launches its new Just Do It campaign with the 90-second launch film “Play Loud“, created by Wieden+Kennedy Tokyo. 

Directed by AG Rojas, the spot is led by the voice of Lee Young-Pyo, a Korean football legend. He plays multiple characters throughout the film, ironically taking on the voice of naysayers who claim that sport is just ‘a waste of time’. His words are met with defiance by a generation of athletes who refuse to be confined by traditional expectations, silencing their critics through action instead. 

Adam Koppel, Creative Director at Wieden+Kennedy Tokyo says: “This campaign is all about giving kids a voice. It’s not always easy to speak up, but sport let’s you act it out. When you play you can be creative or rebellious, independent or free. All things that can be hard in daily life. But if they can do this on the field, maybe they will feel empowered to do it everywhere.”

Off the back of the ‘Play Loud’ film, Nike Korea launches the social activation ‘Be Heard’, in partnership with KakaoTalk, a popular free mobile messaging application in Korea. Nike encourages kids to speak out, by recording their voices and telling their own #JustDoIt stories. These recorded voices will then be shared daily on, Nike’s social accounts, as well as Pikicast. There will also be basketball and football events hosted by Nike Korea, where young athletes can record their voices.

Creative Agency

Account Management: Ollie Pym, Ryan Johnson, Casey Yoneyama, Liwon Kim

Art Director: Daisuke Maki

Business Affairs: Amber Lavender

Copywriter: Mate

Creative Agency: W+K Tokyo

Creative Director: Adam Koppel

Designer: Choro Koumae, Eriko Wakabayashi

Digital Planner: Greg White

Executive Creative Director: Mike Farr, Tota Hasegawa

Producer: Darryl Hagans

Strategy: Maria Correa

Digital Production Company

App/Digital Production: HS Ad

Media Agency

Media Agency: Innocean

Music and Sound

Composer: Eric Stamile

Executive Producer: Sara Matarazzo, Susie Boyajan

Music Production: Walker

Producer: Abbey Hickman

Sound Design: Loren Silber

Sound Mix: Lime Studios


Edit Assistant: Rex Lowry

Edit Company: Exile Edit, Cutters Tokyo

Editor: Connor O’Neill, Aki Mizutani

Executive Producer: CL Weaver

Producer: Denice Hutton, Hayato Chaki

Post Production / VFX

Colourist: Gregory Reese @ The Mill

Finish: Jameson DeSantis & Jeff Aquino @ Arsenal

Print / OOH

Line Producer: Chang-Hwa Jung

Photographer: Jong-Hyuk Lee @ Visual Factory

Production Company

Director: AG Rojas

DOP: Alexander Disenhof

Executive Producer: Jackie Kelman Bisbee, Scott Howard

Line Producer: Timothy Kerrison, David Hong

Production Company: Park Pictures

Production Designer: Brian Croke

Category: Clothing/fashion , Sports

Genre: Action , Dialogue