The Korean high school experience can pretty much be summed up quite simply: Three semi-torturous years of your young life spent in the service of a single day in November.
That single day is the nationwide college entrance exams, and it took place this past week. A day draped in such importance that all aircraft in Korea are diverted from flying anywhere near a school during the exams.
In recognition of the biggest day in these young people’s lives, Nike Korea launched a 60-second film called “Hear Us” –which takes the focus off of academics and onto sport.
Created by Wieden+Kennedy Tokyo, the film features the voices of Korean youth explaining the importance of sport in their lives –a theme seldom touched upon in the education-driven South Korean culture.
In partnership with KakaoTalk, the most popular messaging app in Korea, Nike encouraged young Koreans to speak out by recording their voices and telling their own stories about the value of sport in their lives.
Over 2000 voice recordings were submitted, with several-shared daily in the form of short films on the Nike Korea site and social accounts. There were also basketball and football events hosted by Nike Korea, where young athletes were able to record their voices.
(Make sure subtitles are on)
“We wanted to give Korean kids the chance to have their voices heard, not just by us, but by their friends, parents and teachers,” Greg White, Senior Digital Strategist at Wieden+Kennedy Tokyo. ”
We used the app they use the most – KakaoTalk – to let them record their voices. We were blown away by what they had to say. We hope the films we made with their voices inspire other kids to play sport and adults to listen to them.”
The film follows the successful launch of the 90-second clip encouraging students to ignore the haters, that kicked off the Nike Korea Just Do It campaign in August.
AD Credits –
Executive Creative Directors: Mike Farr, Tota Hasegawa
Creative Director: Adam Koppel
Art Director: Daisuke Maki
Copywriter: Damon Kim
Agency Producer: Darryl Hagans
Account Team: Ollie Pym, Casey Yoneyama, Liwon Kim, Ryan Johnson
Business Affairs Manager: Amber Lavender
Digital Strategist: Greg White
Strategic Planner: Maria Correa
Production Company: Park Pictures
Director: AG Rojas
Director of Photography: Alexander Disenhof
Executive Producers: Jackie Kelman Bisbee, Scott Howard
Line Producers: Timothy Kerrison, David Hong
Production Designer: Brian Croke
Editorial Company: Cutters Tokyo
Offline Editor: Aki Mizutani
Online Editor: Yu Yasuda
Post Producers: Timo Otsuki, Hayato Chaki, Shumpei Negami
Colorist: Ben Conkey
Sound Design & Mixing: Daniel Lovell
Local Agency: Mate
Music Company: Walker
Composer: Eric Stamile
Executive Producer: Sara Matarazzo
Music Producer: Abbey Hickman
Digital Agency: Company, HS Ad
Sound + Mix Company: ASAP2015