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Nike: #Minohodoshirazu (Don't Know Your Place)
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The phrase "Minohodoshirazu" is typically used as an insult directed at people who are seen as overly ambitious. However, Nike believes that "not knowing your place"and not placing limits on yourself, is an ideal mindset for athletes. By combining the idea of "Minohodoshirazu" with "Japanese athletes challenging their limits,"we wanted to give the phrase a surprising, positive meaning.Agency: Wieden + Kennedy, Tokyo
Broadcast Producer: Kosuke Sasaki Related
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