W+K Tokyo Breaks Out the Ball Games with Fun-fuelled Nike Korea Spot

NIKE Korea has launched its new Just Do It campaign with the film “FUN WINS”. It is the first Just Do It campaign in South Korea created by Wieden+Kennedy Tokyo. 

With this campaign, Nike Korea aims to inspire Korean youth to go out and play. Right now, there are many barriers keeping Korean youth away from sports. Korea is one of the most exam-intense countries in the world, and students are too busy hitting the books to hit the courts. It’s no surprise that Korean teens have one of the lowest rankings in the OECD Happiness Index, and with all the obligations and expectations placed on them, it is difficult for them to feel like they have control over their lives. 

Blake Harrop, Managing Director at Wieden+Kennedy Tokyo, comments: “It would be a mistake to underestimate the pressures that young Korean people face. However we also have confidence in the universal power of sport as a means to maximizing human potential, and it is this belief that underpins our work with Nike Korea.”

Grounded in the belief that Korean youth can change their world through play, the campaign reminds viewers that playing sports is the easiest, most intuitive, natural thing in the world, and puts the power to play sports back in the hands of the youth. Because when they play, fun wins. When fun wins, they can’t lose. 

Adam Koppel, Creative Director at Wieden+Kennedy Tokyo, adds: “We want this campaign to inspire fun, but also be fun. It should be playful and make you smile when you see it. Whether it’s the films or the out of home, we wanted to put this energy and joy out into the city. Because the truth is, it’s contagious. When you see it, you want to join in. You want to play. We just needed to craft the right invitation.”