Role
Creative Director.
Agency
W+K Tokyo
Director
Mackenzie Sheppard.
Prod. Company
AOI Pro
We created a workout program for stressed students to move their bodies and refresh their brains. And we got Atarashii Gakko!! to launch it with a crazy music video.
Japan's entrance exams are notoriously difficult. In the years leading up to college, kids may study an extra 7.5 hours on top of the school day, often attending "cram schools" (jukus). Being glued to their desks studying doesn't just take a toll on their physical health but on their mental and emotional state as well.
But multiple studies show that short bursts of physical activity can directly affect academic performance. So we created Nike Juku, a program aiming to help students refresh their brains through short, simple study breaks where they get their bodies moving.
Since sport's impact on academic performance has never been explained, we launched the initiative through a song written in collaboration with ATARASHII GAKKO!, a band with over 3.5 million followers on TikTok.
The single, "WOO! GO!" and its music video welcomed students to the world of Nike Juku and directed them to try special Study Breaks through its online lessons. These included stress-easing meditation sessions by skateboarding gold medalist Yuto Horigome, the comedian Yuriyan Retriever teaching a massage to soothe hands tired from taking notes, a Tik Tok workout challenge, and many other exercises.
No grades. No pressure. No supplies. And, of course, no tests.
