ONITSUKA TIGER. ELECTRIC TIGER
Created for Onitsuka Tiger’s 2008 brand campaign, The Electric Light Shoe was the second in the series of iconic sneaker sculptures developed from our Made of Japan strategy. This was the very first use of rapid prototype printing in advertising and communications.
The one-meter long ‘city in a sneaker’ was inspired by, and pays homage to, the Toyko cityscape. It also provided a platform to tell more stories about the brand and engage the target audience. We created everything from film to a limited edition OT shoe.
A finalist for the prestigious Cannes Titanium award, it received worldwide press coverage, from Business Week to Kanye West’s blog. It also won the coveted Dutch Design Award and ADCN for Marketing and Strategy.