Winner of Cannes Lions Film: Silver (the year’s only Film Lion awarded in Asia)
Kids in Japan are under massive pressure to perform academically, studying for up to 7 hours a day after class. Most also attend ‘juku’ (cram schools after school).
All of this takes a toll on their health, not just physically, but mentally.
So we started Nike Juku: an anti-cram school, cram-school where students take a a break to move their body and refresh their minds.
To launch Nike Juku, we teamed up with school-uniform-clad TikTok stars ATARASHII GAKKO! We co-wrote and created a music video for their new single “Woo! Go!”
From there, we launched a series of “active study breaks” to help students take a break and move. Everything from massages for hands that are all cramped up from note taking, to dance routines that get heart rates up, to school-stress reducing meditation.