In the winter of 2010, Nike launched its Futsal brand "NIKE FIVE" to Japan. The object was to promote this high performance line of products to Japanese players.

We used the Futsal pitches as our new experiential media, where a mystery team of professionals named "NIKE FIVE" played against consumers to give them the real feeling and potential of the sport and its products lineup.

We also leveraged YouTube, Twitter and Facebook efficiently along with each character, to expand inspirations and messages on pitches to the nationwide scale in real time, in the way of real-time documentary ads. All games were real, so the message from Nike went beyond just an advertisement.

Playing is believing.

Creadits

• Shunsuke Kakinami (Beacon/Leo Burnett Tokyo): Creative Director, Creative Planner, Producer

• Shuhei Tsuji (Beacon/Leo Burnett Tokyo): Copywriter

• Yusuke Morotomi (Beacon/Leo Burnett Tokyo):Art Director, Designer

• Masato Konno (Beacon/Leo Burnett Tokyo): Art Director, Designer

• Ryo Kobayashi (Beacon/Leo Burnett Tokyo): Copywriter

• Takuro Amada (Beacon/Leo Burnett Tokyo): Strategic Planner

• Norio Serizawa (Beacon/Leo Burnett Tokyo): Account Manager

• Satoshi Mori (easeback): Film Director, Editor

• Hiromichi Takagi (TYO Productions): Film Producer

• Koichi Shibukawa (TYO Productions): Film Production Manager

• Shun Uesugi (TYO Productions): Film Production Manager

• Shingo Fujii (oddjob): Creative Coordinator

• Takuya Murakami (Artist Bureau): Sound Designer

• Masashi Sasaki: Cinematographer

• Shohei Mukai (TENPRINT): Book Producer

• Jun Fukahori: Photo Producer

• Ryosuke Dohi (CAS & CAS): Photographer