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Onitsuka Tiger: Made of Japan

Based on its Fabre 74 model, Asics' Onitsuka Tiger brand has created a 1.5-meter-long sneaker sculpture, a collaboration between StrawberryFrog, artist Gary Baseman and Dutch photographer Marcel Christ. The sculpture, part of the new "Made of Ja

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Based on its Fabre 74 model, Asics' Onitsuka Tiger brand has created a 1.5-meter-long sneaker sculpture, a collaboration between StrawberryFrog, artist Gary Baseman and Dutch photographer Marcel Christ. The sculpture, part of the new "Made of Japan" campaign, is an amalgam of things Japanese including: collectibles like Lucky Cat figurines; Koi toys for the tiger stripes; plenty of Baseman's Japanese-influenced toys; and familiar staples of the culture like sushi, origami, noodles and chopsticks. The shoe art, to be exhibited in several European cities, is supported by a TV spot as well as print and POP (see the PDF for a leaflet that makes a detailed effort to tie the concept together into a typically neat Japanese package). StrawberryFrog global CD Mark Chalmers says the point of it all is to "reinterpret Japanese art, iconography, workmanship and tradition. This is the heritage brand."
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About

Credits
Date
Jan 31, 2007
Executive Creative Director:
Al Kelly
Global Creative Director:
Mark Chalmers
Art Director:
Andrew Watson
Art Director:
Erik Holmdahl
Copywriter:
David Smith
Copywriter:
Barry Smith
Producer:
Miranda Kendrick
Photographer:
Marcel Christ
Model Maker:
Anthony Sgard
Artist:
Gary Baseman
Client:
Onitsuka Tiger
Agency:
StrawberryFrog Amsterdam
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