Using the power of sport to spark a national debate around discrimination and bullying in Japan.

BACKGROUND

Social harmony is one of the things Japan is most famous for. But that harmony comes at a price.

“The nail that sticks out gets the hammer” is a common saying. And for youth, this can often lead to bullying, an issue that’s reached epidemic proportions in Japan. Last year, school bullying hit a record 612,000 cases. Standing out for any reason, good or bad, can make you a target. And when you’re of a different ethnic or racial background, you often have no choice but to stand out. While traditionally homogenous Japan is adapting to become more diverse, for many, it’s not happening fast enough.

IDEA

“The Future Isn’t Waiting” features three real life footballers, who use the confidence they get from playing sports to challenge social norms and take their rightful place as part of Japan’s future.

We hoped the film would spark a much needed conversation around discrimination and bullying for youth in Japan.

What we got was a debate so fiery, it made international headlines.

REACTIONS

The film ignited a discussion that had celebrities, major political parties and people from all backgrounds weighing in. Not only was the film debated, people also got a chance to speak up about the future they envision for themselves and the next generation in Japan. 

WIEDEN+KENNEDY TOKYO

Creative Director: Curro de la Villa

Lead Creatives: Nedal Ahmed, Shane Lester

Senior Producer: Jennifer Chien

Head of Production: Kerli Teo

Brand Director: Shinya Kamata

Account Team: Kaede Ose, Kozue Furutani, Chelsea Hayashi 

Creatives: Asami Yamashita, Kazuhi Yoshikawa, Yuji Takahashi, Enric Soldevilla

Comms Planning Director: Justin Lam

Strategic Planning Director: Thijs van de Wouw

Junior Producer: Siyun Kim

Studio Designer: Donna Kwon

Studio Manager: Aiwei Ichikawa

Translator: Mako Tomita

Executive Creative Director: Scott Dungate 

Managing Director: Ryan Fisher

FILM PRODUCTION

PRODUCTION COMPANY: Nakama 

Director: Jovan Todorovic

Executive Producer: Kenji Lepretre Sato

Associate Producer: Simon Amar

Producer: Shion Kimura

Director of Photography: Oliver Millar

Editor: Ben Jordan

Music Composer: Alex Epton

Sound Designer: Jack Sedgwick

Colorist: Mikey Rossiter

VFX PRODUCTION COMPANY: The Mill London