A new Nike campaign for the Korea market by Wieden + Kennedy Tokyo highlights young people defying traditional expectations and invites young athletes to share their personal stories through a tie-up with popular messaging app KakaoTalk.
In the ad, the retired Korean soccer star Lee Young-pyo plays a variety of naysaying characters telling young soccer players, basketball players and boxers that their efforts are a waste of time. It was created by Adam Koppel and Daisuke Maki, and directed by AG Rojas through Park Pictures.
In addition to the ad, Nike Korea is launching a social activation called "Be Heard" in partnership with KakaoTalk. The brand will encourage young people to record their "Just Do It" stories in their own voices, and selected recordings will be shared daily on Nike.com, Nike’s social accounts and Pikicast. The brand will also host basketball and football events.