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.com, 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.