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Nike's Schoolgirl Skirmish

By Published on .

Nike 'Any Other Morning'
Nike 'Any Other Morning'
Rival Japanese schoolgirl gangs duke it out like b-ball pros in a Tarantino-reminiscent showdown, courtesy of Nike Japan. Although this spot may seem targeted toward plaid skirt-chasing fetishists, it's actually part of a campaign that W+K/Tokyo launched last year to celebrate "Bukatsu," the middle school and high school sports club system in Japan. Four spots directed by Kevin Thomas feature young athletic diehards in various inspirational, sometimes silly sports scenarios, to illustrate the tag "Doko made ikeru ka" or "How far can you go?" The effort also featured print, outdoor, a mobile phone component and a viral campaign comprised of a series of wacky shorts directed by Yudai Yamaguchi about Katsu-kun, an anthropomorphic breaded pork cutlet-turned-all-star who dusts his human opponents in all sorts of sports. While the mascot's name "Katsu" is appropriate considering it's the Japanese word for pork cutlet- the moniker also conveniently carries the additional meaning of "to win."
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