Onitsuka Tiger - "Zodiac race - AsicsDP"

Amsterdam Worldwide Group

Amsterdam Worldwide Group Amsterdam, Netherlands

7131

Brand: Onitsuka Tiger
Country: Netherlands

Advertiser: ASICS Corporation

Title	Zodiac race - AsicsDP
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
Story	A global print campaign features photography of the Zodiac Race sneaker set against a canvas, traditionally hand-painted in oils, targeting style, fashion and influencer magazines.
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 across multiple communications channels. These include a one meter-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	Print
Executive Creative Director	Richard Gorodecky
Creative Director	Andrew Watson
Copywriter	Gillian Glendinning
Art Director	Jasper Mittelmeijer
Agency Producer	Samantha Koch
Animation	Jonathan Garin
Compositor	Jonathan Garin
Compositor	Naomi Nishimura
Animation	PandaPanther
Executive Producer	Senju Hudson
Producer	Sarah Obermeister Kraatz
Producer	Lydia Holness
Coordinator	Natsu Takahashi