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Onitsuka Tiger ‘Electric Light Shoe’

Agency: StrawberryFrog Amsterdam

Client:  Onitsuka Tiger

StrawberryFrog Amsterdam has created a giant ‘city in a sneaker’ sculpture called the Electric Light Shoe, which is the dramatic centerpiece for Onitsuka Tiger’s integrated global brand campaign for 2008.
The ‘Electric Light Shoe’ is a one-meter long sculpture based on an Onitsuka Tiger sneaker shape and pays homage to the city of Tokyo in miniature.

As well as the one-meter sneaker used to create the advertising campaign, StrawberryFrog has produced an additional seven 70cm-long sculptures (two for Germany, one each for France, UK, Korea, Australia, and Japan) as well as 15 40cm-long versions to be displayed in stores worldwide.

The sculpture has inspired numerous executions from classic print and outdoor, to viral film and retail – and even driven the design of new product.

The ‘Electric Tiger Land’ global campaign will launch globally with a particular focus on Europe, Far East, Australia and the USA.

It builds on StrawberryFrog’s ‘Made of Japan’ strategy that last year featured a campaign built around a sneaker made up of Japanese ephemera.

A print campaign will appear in local market trend and style magazines such as Vice Magazine, Wallpaper, Marmalade, 34, Sneaker Freaker, and Beast.

Point of sale featuring the sneaker has been produced for global distribution to Onitsuka Tiger stores and key retailers.

StrawberryFrog has also created a new ‘Made of Japan’ (MoJ) typeface for the campaign which as been adapted to create web banners to direct people to the Onitsuka Tiger web site.

Founder and CEO of StrawberryFrog, Brian Elliott, said: “StrawberryFrog goes beyond advertising and creates cultural movements for brands.

“By celebrating Ontisuka Tiger’s local roots, we have created a campaign of truly global interest. By embracing the very Japanese and yet very modern exciting character of this brand, we have made it even more loved and admired. Delivering literally on our promise that Onitsuka Tiger is ‘Made of Japan’.”

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