PLAY NEW. According to a report by the World Economic Forum 2021, the average Japanese woman’s income was 43.7% lower than the average Japanese man’s income. There are also several sports that still don’t offer an equal opportunity for female athletes such as the traditional sport of sumo and baseball.
Despite these barriers, there is a generation of powerful athletes and activists pushing Japan into a fairer and freer future. Growing up as a girl in Japan used to mean one thing. Now it can mean everything. So, what do you want to do? Directed by Caroline Koning | BWGTBLD. Photographed by Cailin Hill Araki.
Produced for Nike at W+K Tokyo, Japan.
FILM: NEW GIRL
KEYVISUALS / OOH
SUMO NIKE NTC SESSIONS
For the first time ever, sumo training sessions were made available via Nike YouTube and NTC/NIKE App. The sessions were based on the training routine of Rizumu Kasai, the athlete featured in our film.
SUMO RING @ TOYOSU SPORTS PARK
Since it is still challenging for female sumo athletes to find rings that allow them to train, we built one that is open and free for anyone who wants to play.
AWARDS
2022 Webby Awards | People’s Voice Webby Winner | Advertising, Media & PR | Diversity & Inclusion
2022 Webby Awards | Webby Winner | Branded Entertainment | Corporate Social Responsibility
2022 Webby Awards | Nominee | Advertising, Media & PR | Diversity & Inclusion
2022 D&AD | Wood Pencil Winner | Direction | Film
2022 D&AD | Shortlist | Editing | Film
2022 CLIO Awards | Bronze Winner | Film | 61 Seconds to Five Minutes | Product / Service
2022 AICP Awards | Winner | Storytelling
2022 Cannes Lions | Shortlist | Film Craft | Editing
2022 One Show | Merit Award | Moving Image Craft | Editing
2022 One Show | Shortlist | Cultural Driver
2022 One Show | Shortlist | Fusion Pencil
2022 One Show | Shortlist | Moving Image Craft | Direction
2022 ADC Global | Shortlist | Fusion | Fusion Cube
2022 ADC Global | Shortlist | Advertising | Branded Content / Entertainment | Online Video - Short Form
2022 ADC Global | Shortlist | Advertising | Television / Film / Online Video | Online - Single
2022 ADC Global | Shortlist | Advertising | Art Direction | Digital Motion - Motion
2022 ADC Global | Shortlist | Advertising | Craft in Writing | Online / Social
2022 ADC Global | Shortlist | Advertising | Craft in Video | Direction - Single
2022 ADC Global | Shortlist | Advertising | Craft in Video | Editing
2022 DWP Deutscher Werbefilmpreis | Winner | Bester Schnitt
2022 New York Festivals | Finalist | Pushing Culture
2022 New York Festivals | Shortlist | Film Craft | Editing
2022 New York Festivals | Shortlist | Branded Content/Entertainment | Best Use: Social/Environmental Good
2022 YouTube Works Award | Finalist | Force For Good
2022 Ad Stars | Gold Winner | Film | Film Craft | Editing
2022 Ad Stars | Silver Winner | Film | Film Craft | Cinematography
2022 Ad Stars | Bronze Winner | Film | Film Craft | Visual Effects
2022 Ad Stars | Finalist | Film | Film Craft | Art Direction / Production Design
2022 Ad Stars | Finalist | Film | Achievement in Production
2022 Ad Stars | Finalist | Diverse Insights
2022 ACC Tokyo Creativity Awards | Finalist | Film Craft
2021 London International Awards | Bronze Winner | Online Film | Corporate Image/Social Awareness
2021 London International Awards | Finalist | Online Film | Zeitgeist
2021 London International Awards | Finalist | Production & Post Production | Direction
2021 London International Awards | Finalist | Production & Post Production | Editing
2021 Epica Awards | Silver Winner | Direction & Cinematography
2021 ADCN | Gold Winner | Film | Film Direction
Concept | Art Direction | Copywriting