In South Korea, Nike has been doing its best to encourage school children to get out and play sport in a society obsessed with academic work. Ads like Fun Wins and Play Loud have reinforced this message and now agency W&K Tokyo is back with another spot that uses recordings of real Korean teens speaking about what sport means to them.
This film, featuring a lone microphone from which the different voices emanate, was released on the day of Korea's national college entry examinations. The voices we hear were the result of a social activation called "Be Heard," running in partnership with mobile messaging app KakaoTalk. Nike encouraged young Koreans to record their voices, and 2000 voice recordings were submitted, with several shared daily in the form of short films on Nike.com. Nike also hosted basketball and football events where young athletes were able to record their voices.