Korean youth take control in new Nike ‘just do it’ campaign created by Wieden+Kennedy Tokyo

Today, when all of Korea was talking about the country’s youth taking the national college entry exams, Nike Korea offered a different point of view by launching the 60-second film “Hear Us”, created by Wieden+Kennedy Tokyo. The film features the voices of Korean youth taking control of their fate and explaining the importance of sport in their lives.

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The voices in the film come from the campaign’s social activation ‘Be Heard’. In partnership with KakaoTalk, a popular free mobile messaging application in Korea, Nike encouraged young Koreans to speak out by recording their voices and telling their own stories about the value of sport in their lives. Over 2000 voice recordings were submitted, with several-shared daily in the form of short films on Nike.com, Nike’s social accounts, as well as Pikicast. There were also basketball and football events hosted by Nike Korea, where young athletes were able to record their voices.

Greg White, Senior Digital Strategist at Wieden+Kennedy Tokyo says: “We wanted to give Korean kids the chance to have their voices heard, not just by us, but by their friends, parents and teachers. We used the app they use the most – KakaoTalk – to let them record their voices. We were blown away by what they had to say. We hope the films we made with their voices inspire other kids to play sport and adults to listen to them.”

The film follows the successful launch of the 90-second film “Play Loud” which kicked off the Nike Korea Just Do It campaign in August.

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Sound + Mix Company: ASAP2015