Cannes Lions

SENSEI (PLEDGE)

WIEDEN+KENNEDY TOKYO / NIKE / 2013

Case Film
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Baseball in Japan is highly disciplined, ceremonial and conservative. Individualism is often ignored in place of obeying the codes of the sport and the team. This commercial serves as inspiration for baseball players and the youth of Japan to not be afraid to take center stage. To lead, not follow. To inspire actively, not passively. It is about making others take notice and rewarding themselves for all the hard work and dedication they put in.

In this commercial, a young man makes an oath at a traditional baseball tournament with an emphasis on his own success. Through this young man, is a message that individual players in any sport can inspire the team, coach, fans, opponents and the world.

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