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New Blood Entry — 2HRS TO 2020

Award: Wood Pencil

adidas / 2019

In 2020, Tokyo is going to host the most diverse sporting event in the world. But, globally, Japan has the lowest amount of women participating in sports. In spite of the statistics, Naomi Osaka has become a new role model that brings inspiration to young girls. Her journey started with a father being there for her. However, in today’s Japan daughters are missing out time with their fathers. 2HRS TO 2020 is a campaign that unites Tokyo workplaces to donate time to employed father with daughters so they can play tennis and spend quality time together.

This idea was a creative response to a hypothetical brief set by adidas as part of the New Blood Awards programme.

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