|
Onitsuka Tiger
StrawberryFrog, unveils a pan-European pre-Olympics push for ASICS' premium heritage sneaker brand, Onitsuka Tiger.
The international advertising agency based in Amsterdam won a Lion at the Cannes Festival with a unique direct mail piece: an invitation to view a short film on the world's first upside down website. The Running Fish Gutter tells the story that if you dedicate your entire existence to achieving your goal, all expectations will eventually be exceeded. You too can be a winner even if you're a loser. 
Photo: The web film sees leading man Kenshi training and preparing himself to 'run' every Olympic Games for the past 30 years, but ultimately failing along the way. Kenshi's sport is that of running on his hands and the majority of the movie is filmed upside down, hence the topsy turvey website. The mail out (or 'hand held ad') is a drinks can containing 'Hero Breath', the genuine breath of members of Japan's gold medal-winning squad from the country's hugely successful 1964 Olympics. Each can contains the breath of a gold medal-winning Japanese athlete from the 1964 Olympic games in Tokyo. 
Photo: The 'Hero Breath' cans are being sent to 'sneaker heads', sneaker collectors and fashionistas who influence what's cool in the sneaker world, across Europe plus leading sneaker stores across Europe, and fashion and lifestyle media. The Fish Gutter website also links to an Onitsuka Tiger brand site, which features secret footage of Japanese Olympiad, Yukio Endo, having his breath captured for the 'Hero Breath' cans. Endo-san was a three times Gold Medalist at the Games and encapsulates the dynamic 'Spirit of 64'. 
Photo: Onitsuka Tiger is entering the movie into short film festivals around the world and was recently previewed by director Quentin Tarantino at VIP celebrity screenings of Kill Bill Vol. 2 in California and Rome. Kill Bill saw Uma Thurman sport a pair of Onitsuka Tiger sneakers as part of Tarantino's homage to martial arts master, Bruce Lee. Mark Chalmers, creative director of StrawberryFrog: 'Onitsuka Tiger is a challenger brand in a market dominated by multi-million dollar sports marketing. We've designed this guerrilla and buzz campaign to be a unique and refreshing alternative. The Hero Breath cans are a hand-held advertisement while the online work reflects the story of the short film. All executions hold masses of water cooler talkability yet tap into the Japanese heritage of the brand, while demonstrating the product benefits in a memorable way.' The unique flip movie is really funny: the Onitsuka Tiger campaign is a true creative, distinguishing and entertaining concept! |
 |
|
||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
|
||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
 |
posted by BlogFonk: Friday, August 13, 2004 [#] Erms Suripatty