Onitsuka Tiger: Electric Light Shoe

A technological and visual brand campaign from Asics' Onitsuka Tiger continues its initiative of combining the beauty of traditional Japanese heritage and the flare of modern-day Japan, which it dubs "Electric Tiger Land." This concept revo

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A technological and visual brand campaign from Asics' Onitsuka Tiger continues its initiative of combining the beauty of traditional Japanese heritage and the flare of modern-day Japan, which it dubs "Electric Tiger Land." This concept revolves around containing a bustling metropolis within the confines of a meter-long model shoe. In attempts to raise a city which features all the iconic aspects of  a neon laced dream Tokyo, Janne Kyttanen and Mads Thomsen of Freedom of Creation have created a remarkably intricate  representation of a dense metropolis which is completely jam packed with layers of roads, landing strips and billboards.  But the micro-city isn’t the only element of the campaign. FOC will also be distributing USB sticks and metal key chains, along with totem style displays and show models that mimic the aesthetic of "Electric Tiger Land."  FOC used Onitsuka's previous brand strategy, "Made of Japan," which was created in cooperation with StrawberryFrog, as a foundation to attempt to reach a new level of design and technological advertising. Be sure to check out the "Making Of the Electric Light Shoe" here.
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About

Credits
Date
Jan 30, 2008
Client:
Onitsuka Tiger
Agency:
StrawberryFrog Amsterdam
Production Company:
Blunt Group
Model Designer:
Freedom Of Creation
Executive Creative Director:
Richard Gorodecky
Creative Director:
Andrew Watson
Art Director:
Andrew Watson
Agency Planner:
Simon Neate-Stidson
Agency Producer:
Man Yong Toh
Media Agency:
Onitsuka Tiger Internal
Post-production:
Magic Group
Photographer:
Satoshi Minakawa
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