‘Electric Tigerland’ is the central film for Onitsuka Tiger’s 2008 global brand campaign. The film brings Onitsuka Tiger’s authentic Japanese heritage to life in the form of a unique animated experience of Tokyo, from the perspective of the shoe.

The viewer is taken on an exhilarating accelerated journey through Tokyo’s neon-lit city streets, to experience the sights, sounds, architecture and pulsing energy of the city by night, only to emerge and find that the entire journey has been contained within the Onitsuka Tiger shoe – the encapsulation of all things Tokyo and truly ‘Made Of Japan’.

We made that statement in the form of a meter-long shoe sculpture, leveraging Onitsuka Tiger’s unique Japanese heritage.

The sculpture created used ground breaking rapid prototyping technology. It paid 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 design was intended as an entertaining in-store centre-piece, lit by over 300 LEDS, UV-lights, neon rope, and accompanied by the sounds and music of Tokyo. But it was also an interactive vending machine – the heel of the shoe vends miniature Onitsuka Tiger shoes.

The campaign has achieved millions of Euros worth of free coverage globally, from Western Europe and USA, to the Middle East and Japan, featuring in hundreds of websites, blogs, press and television articles. It’s made headlines on fashion, design, marketing, music, technology and culture sites, and from Wallpaper to Business Week. TV stations around the world have picked up and aired the ‘making of’ film. Sneaker buyer interest has been so overwhelming that Onitsuka Tiger has now designed a product inspired solely by the campaign - the ultraviolet ink Electric Tiger Shoe and range of apparel - launching this year.