Taking inspiration from Japan's love of handcrafted dioramas, the one-metre sneaker island formed the centerpiece of this integrated campaign.All elements of the campaign worked together, driving people online or in-store. An online trailer generated a sense of anticipation prior to the launch of the full three-minute Zodiac Race film on Onitsukatiger.com. The one-metre diorama was shot against different hand-painted backdrops to create the print executions, which featured in some of the world’s leading style and fashion publications.In-store and online, interactive Zodiac calculators let people discover their Zodiac animal characteristics. Online visitors could also navigate their way around the sneaker island and view a ‘making of’ film. Online banners also supported the campaign. The sneaker island diorama toured global flagship stores and retailers, and was strongly supported at point of sale, including animal key-chains and commemorative books.

The animated trailer and ‘making of’ film generated huge buzz around the brand before launch and drove traffic to onitsukatiger.com. In the UK alone, the website saw a 436% increase in visitors and across Europe people stayed on-site nearly twice as long as before the animation launched.Despite severe budget limitations, and within just two months of a planned yearlong campaign, the communication materials have generated a positive response all over the globe, featuring in hundreds of websites, blogs and press articles. Initial client reports indicate pre-sales of Onitsuka Tiger 2009 Zodiac Collection have soared.The sneaker island diorama continues to attract huge crowds as it tours retail outlets around the world. The campaign has even inspired Onitsuka Tiger designers to take the unusual step of creating a Zodiac Race sneaker reflecting the island diorama created for the campaign.