Nike Japan - The Future Isn’t Waiting
Using the power of sport to spark a national debate around discrimination and bullying in Japan.
When we asked the youth “if you had a magic wand, what would you change about Japan?”, it was bullying that topped their priority list.
Bullying is a prominent problem in Japan, with cases in schools rising to 612,496 in 2019, from just 68,563 in 2018. Standing out for any reason can make you a target, and in a homogeneous society, with different ethnic or racial backgrounds, you often have no choice to stand out.
We expected to start a conversation about bullying and discrimination in Japan. What we got was a debate so fiery, that it made headlines around the globe.
Role:
Lead Strategist and Researcher
Case Study
The Result
45M Total views | #1 Tweet in JP 11/29 | 375K Posts
The film ignited a discussion that had celebrities, major political parties and people from all backgrounds weighing in. Not only was the film debated, people also got a chance to speak up about the future they envision for themselves and the next generation in Japan.
