ONITSUKA TIGER
Cycle of Life
Agency:
Amsterdam Worldwide
Creative director:
Andrew Watson
This year sees the latest incarnation of a giant sneaker, created as a
diorama to celebrate the Japanese sneaker brand Onitsuka Tiger’s
sixtieth birthday.
Advertising agency Amsterdam Worldwide first came up with the
idea of a diorama when it created a huge sneaker made out of
everything Japanese.
The brand’s ‘made of Japan’ strategy saw the intricately designed,
metre-long sneaker becoming a centre-piece to its advertising
campaign. After that came a lit-up sneaker, reminiscent of down-town
Tokyo at night.
Now Onitsuka Tiger is celebrating its milestone birthday Japanese
style, drawing on the symbolism of the ‘Cycle of Life’ and the
Japanese Zodiac legend, which involves 13 animals racing against
each other.
The agency has made an animated film, which recreates this race,
and a diorama featuring Japanese landmarks – both of which form
central planks of a year-long ad campaign.
“We have to stand out in a marketplace full of cool ads and we tend to
buck that a little,” says Andrew Watson, creative director at
Amsterdam Worldwide.
“Instead we try to instil everything with lots of depth…If you actually
build the shoes, it gives people a spark of interest and they look in a
bit more depth than if it were just a film.” ■
76 I inmotion
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