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W+K Tokyo's Inspiring Nike Campaign Urges Athletes to Challenge Their Limits

Agency teams with Dictionary Films Tokyo to redefine #Minohodoshirazu (Don’t know your place)

W+K Tokyo's Inspiring Nike Campaign Urges Athletes to Challenge Their Limits

Nike Japan has launched a new advertising campaign called “#Minohodoshirazu.” (Don’t know your place) The 60-second TV spot and digital media content went live today. Prior to the full-launch, the campaign out-of-home advertising started on August 1 around Tokyo.

The phrase “Minohodoshirazu” is typically used as an insult directed at people who are seen as overly ambitious. However, Nike believes that “not knowing your place” and not placing limits on yourself is an ideal mindset for athletes. By combining the idea of “Minohodoshirazu” with “Japanese athletes challenging their limits,” Nike wanted to give the phrase a surprising, positive meaning. 

W+K Tokyo, the agency behind the campaign, hoped to inspire Japanese youth with Nike’s JUST DO IT spirit by giving them an opportunity to reevaluate and redefine the phrase “Minohodoshirazu.”

The TV spot opens with young voices from a traditional “morning meeting.” The voice over goes on to state various limits that society and educational environments have influenced and imposed over the years. The visuals show a stark contrast to the voice over, portraying young athletes aggressively challenging and breaking their limits.

The campaign will also use digital media to engage its audience and let them redefine “Minohodoshirazu” in a positive context. For example, by using conversational advertising on Twitter where users can personalise and tag their message with hashtag #Minohodoshirazu.

The campaign 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). 

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Creative Agency

Creative Agency: W+K Tokyo

Copywriter: Takeshi Amata, Andrew Miller

Art Director: Yohei Adachi

Producer: Kana Wakabayashi

Executive Creative Director: Mike Farr, Tota Hasegawa

Digital Producer: Reiko Kawaguchi

Account Management: Ryan Johnson, Tatsuya Horikoshi

Studio Manager: Lizzie Murray

Production Manager: Yoko Onodera

Planners: Paula Bloodworth, Maria Correa

Producers: Kosuke Sasaki

Production Assistant: Joaquin Zuluaga

Designer: Keisuke Koumae, Ayano Takase, Daisuke Asada

Production Company

Production Company: Dictionary Films Tokyo

Director: Omri Cohen

DOP: Kristof Brandl

Producer: Peter Grasse

Production Assistants: Anna Liu

Line Producer: Naoko Miyamoto

Location: Yusuke Morikawa

Production Manager: Shunsaku Mayama

Production Designer: Satoko Saito, Takako Maeda


Edit Company: Cutters Tokyo

Editor: Ryan McGuire

Edit Assistant: Sachi Sasaki

Producer: Megumi Irino

Online Editor: Yusaku Yasuda

Post Production / VFX

Colourist: Ben Conkey


Composer: Nozomu Yoneda

Sound Mix: Eric Widmark, Yasuhiro Tsurusaki

Producer: Keisuke “Tommy” Tominaga

Category: Clothing/fashion , Sports

Genre: Action , Dialogue , Photography , Storytelling