| Title | Cycle of Life |
| Agency | Amsterdam Worldwide Group |
| Campaign | 60th Anniversary - Onutsika Tiger |
| Advertiser | ASICS Corporation |
| Brand | Onitsuka Tiger |
| Date of First Broadcast/Publication | 2009 / 2 |
| Business Sector | Sneakers / Athletic Footwear |
| Philosophy | In Japanese culture a 60th birthday is a milestone of major significance laden with symbolism around the "Cycle of Life", which is itself based on the Japanese Zodiac calendar. The agency has reworked the ancient Zodiac legend, which tells how 13 animals raced against each other to secure a spot in the Zodiac Calendar, to create a campaign that works accross multiple communications channels. These include a one metre-long sneaker diorama; an animation, print ads; online and in-store executions |
| Problem | The agency is poised to launch a year-long campaign for Onutsika Tiger, ASIC's premium heritage sneaker and apparel brand, which celebrates its 60th anniversary this year. It will also promotes the brand's Spring-Summer 2009 collection. |
| Media Type | Web Film |
| Length |
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