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Nike “Welcome to Nike Juku” 2023

Nike “Welcome to Nike Juku” (2023) is a Nike commercial for Wieden+, produced by AOI Pro.. It won 3 awards, including Cannes Lions 2023 Film Silver and Spikes Asia 2023 Gold Film Craft A01: Direction.

Japanese students, tired from studying, find an outlet for their energy and creativity through dance and movement, transforming their rigid classroom into a vibrant space of self-expression.

Video: NIKE JAPAN on YouTube

Shot by shot

  1. A young male student with curly hair, wearing a black blazer, rests his head on his hand, looking tired in a classroom setting.© Nike0:06
  2. A male student with messy hair looks around nervously in a classroom, while a female student sits beside him, looking down.© Nike0:20
  3. A female student with curly hair in a Japanese school uniform turns and smiles at the camera in a classroom.© Nike0:30
  4. A female student in a white uniform pulls the tie of a male student with curly hair, who looks surprised in a classroom.© Nike0:45
  5. A male student with curly hair in a school uniform looks forward intently while sitting at a desk in a classroom full of other students.© Nike0:59
  6. Four female students in sailor uniforms dance energetically in a classroom, while a male teacher watches them from the background.© Nike1:17
  7. A young female student in a sailor uniform dances energetically in a classroom with a blackboard full of equations.© Nike1:41
  8. A male student lies on the floor covered in papers, then a female student helps him up, and finally, a female dancer performs in a classroom.© Nike2:04
  9. A young Japanese woman with pigtails and a school uniform sits at a desk in a classroom, gesturing with her hands.© Nike2:29
  10. A young person with brown hair and a hoodie opens their eyes, looking directly at the camera, displayed on an old CRT television screen.© Nike2:45
  11. A young male skateboarder in a grey hoodie and dark pants performs an aerial trick, floating above a ramp against a bright blue sky with palm trees, displayed on an old TV screen.© Nike3:08
  12. Three young Japanese women, one in a cropped white top and orange sleeves, dance energetically in front of a chalkboard with colorful graffiti.© Nike3:18

Stills © Nike. Made by Wieden+ and AOI Pro..

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Students break free from academic pressure through dance, transforming their classroom into a vibrant stage.

Tagline: “動けばわかる。 (Move and you'll understand.)”

transformation of spacerebellion against normshidden talents revealedempowerment through movementsurreal elements in mundane settingsyouthful energy

The cut

Length
242 s
Shots
107
Average shot
2.3 s

What creatives use Nike “Welcome to Nike Juku” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Nike “Welcome to Nike Juku”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A young male student with curly hair, wearing a black blazer, rests his head on his hand, looking tired in a classroom setting.© NikeA male student with messy hair looks around nervously in a classroom, while a female student sits beside him, looking down.© NikeA female student with curly hair in a Japanese school uniform turns and smiles at the camera in a classroom.© NikeA female student in a white uniform pulls the tie of a male student with curly hair, who looks surprised in a classroom.© Nike
    Frames from Nike “Welcome to Nike Juku”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Nike “Welcome to Nike Juku” in order, with its length, framing and what happens in it.

    A young male student with curly hair, wearing a black blazer, rests his head on his hand, looking tired in a classroom setting.© NikeA male student with messy hair looks around nervously in a classroom, while a female student sits beside him, looking down.© NikeA female student with curly hair in a Japanese school uniform turns and smiles at the camera in a classroom.© NikeA female student in a white uniform pulls the tie of a male student with curly hair, who looks surprised in a classroom.© NikeA male student with curly hair in a school uniform looks forward intently while sitting at a desk in a classroom full of other students.© NikeFour female students in sailor uniforms dance energetically in a classroom, while a male teacher watches them from the background.© Nike
    Length: 242 s · Shots: 107 · Average shot: 2.3 s

  3. 03Ad ideas: every spot built on a transformation of space

    Before you present an idea, you need to know who has done it, and how.

    Nike “Welcome to Nike Juku” is built on a transformation of space. Search the library by idea to see every spot that uses it.

    IKEA “The Troll”© IKEASmirnoff “We Do Atomic”© SmirnoffSingapore Tourism Board “Together We Rise”© Singapore Tourism BoardIKEA Italy “The Lift”© IKEA Italy
    IKEA · Smirnoff · Singapore Tourism Board · IKEA Italy

Award-winning public service & ngo commercials

Questions

Which agency made Nike “Welcome to Nike Juku”?

Wieden+ created it for Nike (2023).

What awards did Nike “Welcome to Nike Juku” win?

3 awards, including Cannes Lions 2023 Film Silver, Spikes Asia 2023 Gold Film Craft A01: Direction and Spikes Asia 2023 Silver Film Craft A03: Casting.

What is the tagline of Nike “Welcome to Nike Juku”?

“動けばわかる。 (Move and you'll understand.)”

Sources for the credits and awards

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