Asics: Proverbs

Last year, Vitro Robertson created a photog-driven print campaign, seen in hipster mags, for Asics' Onitsuka Tiger brand, featuring mildly politically incorrect pidgin English-type copy that was "meant to sound like a direct translation of an im

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Last year, Vitro Robertson created a photog-driven print campaign, seen in hipster mags, for Asics' Onitsuka Tiger brand, featuring mildly politically incorrect pidgin English-type copy that was "meant to sound like a direct translation of an important Japanese proverb," according to the agency (click here for that work). Now Onitsuka is back in the hipster books with better-translated proverbs and a new angle on Japanese flava via the ukiyo-e artistry of illustrator Anna Tsubaki, www.annarocks.jp. This vaguely pre-Bill, David Carradine-like figure prefers to go barefoot, judging by one ad (see the PDF), but we can guess what shoes he'd choose when he has to lace up. The "anime-style wise man was created to be Onitsuka Tiger's brand ambassador," says Vitro Robertson AD Barry Brothers, who feels the character "accurately represents the brand's authentic Japanese heritage. He exudes knowledge and demands respect, and those who are fortunate enough to cross his path are sure to receive his proverbial words of wisdom"
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About

Credits
Date
Jul 21, 2006
Creative Director:
John Vitro
Creative Director:
John Robertson
Art Director:
Barry Brothers
Copywriter:
K.T. Thayer
Illustrator:
Anna Tsubaki
Photographer:
Michael Balderas
Client:
Asics
Agency:
Vitro Robertson
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