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