TASUKI TWITTER by Wieden + Kennedy Tokyo for Nike

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TASUKI TWITTER

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Industry Sportswear, Athletic Footwear & Accessories
Media Print, Magazine & Newspaper
Market Japan
Agency Wieden + Kennedy Tokyo
Executive Creative Director Frank Hahn, Naoki Ito
Art Director Naoki Ga
Designer Daisuke Maki, Shuhei Aoyama
Producer Seichi Saito
Account Supervisor Ted Yukawa
Released December 2009

Credits & Description

Category: Community Applications
Advertiser: NIKE JAPAN
Product/Service: NIKE RUNNING
Agency: WIEDEN+KENNEDY TOKYO
Date of First Appearance: Dec 28 2009 12:00AM
Entrant Company: WIEDEN+KENNEDY TOKYO, JAPAN
Entry URL: http://www.wktokyo.jp/storage/award/10/cannes/nike_tasuki_twitter/
Executive Creative Director: Naoki Ito (Wieden+Kennedy Tokyo)
Executive Creative Director: Frank Hahn (Wieden+Kennedy Tokyo)
Art Director: Naoki Ga (Wieden+Kennedy Tokyo)
Copy Writer: Hiroshi Kuyama (Wieden+Kennedy Tokyo)
Interactive Strategist: Yoshikazu Ishihata (Wieden+Kennedy Tokyo)
Designer: Daisuke Maki (Wieden+Kennedy Tokyo)
Designer: Shuhei Aoyama (Wieden+Kennedy Tokyo)
Producer: Seichi Saito (Rhizomatiks)
Account Supervisor: Ted Yukawa (Wieden+Kennedy Tokyo)
Account Executive: Mai Fukue (Wieden+Kennedy Tokyo)

English Synopsis

The most famous Hakone Ekiden, a relay marathon where 10 runners from universities each run over a 2 day period. During the race, each runner on the team runs and passes the "Tasuki", a cloth sash baton, to the next runner. Passing the Tasuki resonates with the Japanese mentality of keeping the team spirit together and represents the strong bond and will among the teammates. Our idea was to use the “tasuki” and create a new interactive media experience. Collect live cheering messages through twitter and sew them onto “tasukis” LIVE during the race for the 4 teams Nike supports.