During April and May 2007, Tokyo witnessed the energy, self expression and creativity of the city’s youth through W+K Tokyo’s Just Do It Tokyo city attack campaign for Nike Japan.
The campaign celebrated the Just Do It spirit of Tokyo’s youth who, rather than being thwarted by the lack of places to play in Tokyo’s concrete jungle, are redefining sport by treating the city as their playground. Through the lens of various sports such as skateboarding, dance and BMX, the campaign featured real youth enjoying the pure joy and community of sport in the city. The campaign featured 130+ individual executions on 130+ billboards and posters in Shibuya and Harajuku, Tokyo’s centers of youth culture. The OOH was shot by four different photographers who are themselves part of Tokyo’s street culture, and who were able to bring the energy of Tokyo’s youth to life in a highly realistic way.