Ad Nut
Jan 31, 2018

Nike creates original song to reach Korea's 'senegis'

Multiple celebs and athletes appear in 'Run it', Wieden+Kennedy Tokyo's latest work for the South Korea market.

A new Nike campaign for South Korea, by Wieden+Kennedy Tokyo, features an original song and aims to reach Korean Senegis (high-school graduates). The campaign includes the following people:

  • SukHee Shim, a speed skater
  • HyunMin Han, a half Korean, half Nigerian model
  • Jay Park, a Korean American hip-hop artist
  • Rappers Jessi and Woo Wonjae
  • Players from the South Korean National ice-hockey team
  • HyunMi Choi, a boxer and North Korean refugee
  • Choreographers MMary and J Black (the latter of whom also performs as his feminine alter ego, J Pink)
  • Ember, a model and tattoo artist

Here's the brand's intent, from Brant Hirst, senior director for Nike Korea: 

By collaborating with top Korean artists and athletes who represent a new breed of confidence and fierce individuality, Nike hopes to empower young Koreans to express themselves through sport or any outlet they choose, in a way that makes them impossible to ignore.

The campaign includes print, digital advertising and consumer activations. The brand's YouTube channel also contains a 60-second cut of the video above, plus a number of short clips of the individuals involved. In addition, fans can send videos expressing themselves through sport to Nike via Kakao, and W+K will combine the best into a fan-made lyric video version of the song.

Ad Nut confesses ignorant of almost all of the famous people listed above, which is as it should be, because Ad Nut is not a recent high school graduate in South Korea. Ad Nut would have been quite happy to watch more of this young gentleman's antics:

CREDITS

W+K TOKYO
Global Chief Creative Officer: Susan Hoffman
Creative Director: Azsa West
Copywriter: Jason Scott
Art Director: Jordi Luna
Agency Producer: Ross Plummer
Account Team: Marisa Weber, Casey Yoneyama, Liwon Kim
Strategic & Comms Planning: Mattijs Devroedt, Justin Lam
Business Affairs Director: Amber Lavender

PRODUCTION
Production Company: ICONOCLAST
Directors: We Are From LA
Managing Director: Charles-Marie Anthonioz
Executive Producer: Valerie Romer
Producer: Juliet Naylor
Director Photography: Arnaud Potier
Photographer: Lucas Garrido

EDITORIAL
Editorial Company: WHITEHOUSE POST
Editor: Charlie Harvey
Producers: Annie Maldonado, Antonia Porter
Assistant Editor: Andre Rodrigues

POST
Company: THE MILL
Executive Producer: Anastasia Von Rahl
VFX Supervisor: James Allen
Producer: Alex Blader, Simon Bath
Production Coordinator: Chaz Pizani

MUSIC + SOUND DESIGN
Song Title: RUN IT
Music Label: AOMG
Artists: Jay Park, Jessi, Woo WonJae
Composer: Gray
Producer: Gray
Sound Company: 750 MPH
Sound Designer: Sam Ashwell

MIX
Mix Company: 750 MPH
Mixer: Sam Ashwell
Producer: Mary-Ann D’Cruz

VFX PRODUCTION
VFX: The Mill
Executive Producer: Anastasia Von Rahl
Producer: Alex Bader
Production Coordinator: Chaz Pizani
Shoot Supervisor: James Allen

VFX CREATIVE
VFX Creative: The Mill
Animation Director: Tim Devlin, Bowe King
2D Lead Artist: James Allen, Martin Karlsson
3D Lead Artist: Michael Comly

COLOUR
Colour: The Mill
Colourist: Oisin O’ Driscoll
Executive Producer: Cath Pryor
Colour Producer: Dan Kreeger

Ad NutAd Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. Check out Ad Nut's Advertising Hall of Fame.

 

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