“Hero” and “movie poster” components of a comprehensive print and outdoor advertising campaign designed to support TV effort pitting the liberating Nike players vs. the evil system of ‘boring soccer’.
Young soccer players in Japan are inhibited by a conservative sports system (bukatsu); it is a “system” that places process and conformity before the individual brilliance and creativity of a player. It is a “system” ruled by the status quo that goes beyond just sports culture.
The Pre-World Cup campaign places the bukatsu boys into the story as the catalyst for a more creative style of play. It is inspirational with a clear understanding of his unique situation as a player.
Client: Nike Asia