A new film and experiential campaign in Korea from Nike launched in late April and promoted the sportswear giant’s new ‘Inclusive Playground’: an incluysive physical brand space which sits at the heart of the new initiative.
The launch film features a new playground – specifically created to make activity more inclusive for all students – which was also designed by the art and directing collective.
The design is being featured in stores across Korea as well as on a new range of merchandise.
The film can be watched from the Nike Korea web page here at https://www.nike.com/kr/ko_kr/.
The campaign was created by long-time Nike agency Wieden + Kennedy and produced by The Glue Society with Directors Paul Bruty and Luke Nuto.
“We were very excited to work together with the Glue Society on another experiential project in Korea,” commented W&K Tokyo ECD Scott Dungate. “As always they worked collaboratively with our team, and really pushed the idea visually, with the design of the playground, the multimedia texture of the film, and most importantly the experience of the day itself. Everyone had fun, which I think you can feel in the work.”
The campaign was created for client Nike Korea by creative agency Wieden+Kennedy (Tokyo), produced by Nine Tailed Fox and Revolver and shot by directing collective The Glue Society’s Directors/Installation Designers Paul Bruty and Luke Nuto. Edit was handled by Trim, VFX by The Mill (Shanghai), with sound design by King Lear Music and the music was composed by Alex Epton.
Comment
One of several sports campaigns focused on ‘inclusivity’ this month: other notable examples range from the virtual ‘Degree Metathon’ metaverse marathon to Adidas recent ‘Runner 321’ neurodivergent athlete inclusion initiative.
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