The Fans
Rakuten
(3 min read)
When Rakuten announced in the summer of 2019 that they would bring FC Barcelona’s First Team to Japan for two games in the Rakuten Cup against Chelsea FC and local team Vissel Kobe, the significance of the press opportunity was clear. This event was the first of its kind in Japan and a momentous occasion for the country's growing football fan base. Not only would they witness two European giants with a storied rivalry compete on their own turf, but they would also experience these teams facing off against their homegrown talent live in Tokyo.
As the creative and strategic partner on the project, No More Parachutes wanted to go beyond simply celebrating the high-profile entertainment factor of the game. We aimed to delve into the beating heart of the stands—or more precisely, the streets, bars, and homes—to explore the true purpose of football.
It’s a question that might seem to have obvious answers at first glance, but what is football really for? What is the purpose of sport? Just as individuals may search for their life’s purpose, and businesses define their values and missions, it’s crucial to understand what sport means on a human level.
As the creative and strategic partner on the project, No More Parachutes wanted to go beyond simply celebrating the high-profile entertainment factor of the game. We aimed to delve into the beating heart of the stands—or more precisely, the streets, bars, and homes—to explore the true purpose of football.
It’s a question that might seem to have obvious answers at first glance, but what is football really for? What is the purpose of sport? Just as individuals may search for their life’s purpose, and businesses define their values and missions, it’s crucial to understand what sport means on a human level.
No More Parachutes thrives where sport and creativity intersect. We’re passionate about sports culture and love engaging with communities—the heart and soul of the game. But what truly drives us is doing work that makes a real difference. If you can tap into what truly matters to people, they’ll be more likely to align with your company’s mission, creating a self-sustaining virtuous circle. It’s a win-win.
So, when Rakuten greenlit a filmic celebration of the event, we seized the opportunity. In the spirit of Andrés Iniesta, we went long and deep—creating a long-form film rather than the typical 3-minute adrenaline rush, delving into the lives of the fans. The stars of the Rakuten film weren’t football players, but five locals whose lives were profoundly impacted by seeing a Western club play in their hometown for the first time.
So, when Rakuten greenlit a filmic celebration of the event, we seized the opportunity. In the spirit of Andrés Iniesta, we went long and deep—creating a long-form film rather than the typical 3-minute adrenaline rush, delving into the lives of the fans. The stars of the Rakuten film weren’t football players, but five locals whose lives were profoundly impacted by seeing a Western club play in their hometown for the first time.
Terry, a longtime Chelsea fan, eagerly shared his passion with fledgling Japanese fans, running club-chant practice sessions before the match. Karen seized the chance to create a lifelong memory with her football-obsessed preteen son. Buyantogtokh lit incense as a protective prayer to ward off injury for the Barcelona and Chelsea players, especially Lampard. To Western eyes, these are rich and fascinating cultural nuances, yet they’re grounded in the same emotions experienced at the Nou Camp—reverence, camaraderie, thrills, and tears. Football and life’s beautiful game, intertwined.