DANIEL BUSCH
CREATIVE DIRECTION
 WORK    AWARDS    ABOUT
Nike

RUNNERS HELPING RUNNERS

A content series to support first-time marathoners.

2022
︎︎︎ OVERVIEW:
RUNNERS HELPING RUNNERS is a global campaign by Nike to support the running community around the world. Last year, the project was launched with Olympic gold medalist Eliud Kipchoge playing his part as the boss sitting in a command center where he monitors, share insights and answer questions from runners all over the world.

This year, a week before the Tokyo Marathon, we launched the Tokyo Edition of RUNNERS HELPING RUNNERS. In the series, Suguru Osako (Japan’s fastest marathon runner) plays the part of the commander inside Tokyo’s headquarter, assisted by the network of Nike coaches, athletes and runners helping other runners across Japan.

We started the campaign with a teaser showing Yuriyan Retriever (comedian / influencer / runner) applying for the “Chief Cheering Officer” role.

We then launched the “Pilot” episode introducing the program, followed by a series of vignettes featuring first time marathoners calling the RUNNERS HELPING RUNNERS’ hotline asking for advice. Watch the films below.


︎︎︎ FILM: “TEASER”
Starring Suguru Osako and Yuriyan Retriever.


︎︎︎ FILM: “PILOT”
Starring Suguru Osako, Yuriyan Retriever and Tomoki Suzuki.


︎︎︎ FILM: “FAQ 01 - HOW DO YOU DEAL WITH PRESSURE DURING A RACE?”
Starring Suguru Osako and Yuya Osako.
︎︎︎ FILM: “FAQ 02 - CAN I WEAR NEW SHOES FOR A MARATHON?”
Starring Kengo Suzuki and Mao Ichiyama.

︎︎︎ FILM: “FAQ 3 - HOW FAST SHOULD I RUN?”
Starring Yuriyan Retriever and Tomoki Suzuki.

︎︎︎ FILM: “FAQ 4 - HOW DO I SLEEP PROPERLY THE NIGHT BEFORE?”
Starring Yuriyan Retriever.

︎︎︎ PROJECT INFO:

Brand: Nike
Agency: AKQA Tokyo
My role: Creative Director
Year: 2022
︎︎︎ TEAM:

AKQA:
Executive Creative Director: Terence Leong
Creative Director: Daniel Busch
Design Director: Vasco Vicente
Senior Designer & AD: Matteus Faria, Dillon (Chuck) Liu
Copywriter: Hiroyuki Fukuda, Natsuki Morishita
Client Manager: Kousuke Tamaki, Ami Matsubara
Producer: Mina Miyamoto
General Manager: Hideaki Hara

Film Director: Connor Gilhooly
DOP: Mikul Eriksson
Production Company: Mr+Positive
Executive Producer: Peter Grasse
Producer: Tina Keiko Jefcoat
Post-Producer: Lia Wu
Offline Editor: Connor Gilhooly, Lia Wu
Color Grade: Mikul Eriksson
Online Edit: Tomoko Takahashi (Oazo)
Sound Design: Will Scullin

© Daniel Busch ︎︎︎ CD @ AKQA