Spikes Asia

Nike Japan Just Do It 2019 - Naomi Osaka Question/Return

WIEDEN+KENNEDY TOKYO / NIKE / 2019

Film
Supporting Images
Supporting Images

Overview

Entries

Credits

Overview

Background

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.

Execution

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.

Similar Campaigns

12 items

Shortlisted Spikes Asia
UNIQLO THERMOART

TBWA\HAKUHODO INC., Tokyo

UNIQLO THERMOART

2021, UNIQLO

(opens in a new tab)