For Onitsuka Tiger’s 2008 ‘Made Of Japan’ campaign, we needed to go way beyond conventional advertising. We needed to make a statement that would be heard by even the most cynical of media-savvy sneaker buyers around the world and would get them talking about the brand.We made that statement in the form of a meter-long shoe sculpture, leveraging Onitsuka Tiger’s unique Japanese heritage. The sculpture was a homage to Tokyo’s cityscape, complete with vibrant city lights, architecture and energy. It quite literally brought the campaign tagline, ‘Made of Japan’, to life.

The shoe went on a global tour, from the USA to Australia - with crowds literally queuing up to get a closer look – accompanied by a multi-media campaign. A photographic study of the shoe by night and day, featuring bespoke ‘Electric Tiger Font’, became a print campaign across the world’s hippest publications. An on-line, in-store and TV film took viewers on a journey through the shoe’s vision of Tokyo. Numerous point-of-sale elements, including a hugely popular range of mini shoe key-chains and light-up USB sticks were distributed, whilst a short film on the making of the shoe spread virally.