March 2012
Beginner
224 pages
7h 6m
English
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Onitsuka Tiger
Made of Japan
Amsterdam Worldwide
The sports fashion world is a crowded one, so when Japanese brand Onitsuka Tiger wanted to do a brand campaign for its shoe line, it knew that it needed something unusual to stand out. Advertising agency Amsterdam Worldwide looked to the company’s history for inspiration. ‘Since they relaunched in 2001, they hadn’t really told their story, which is really interesting,’ says creative director Andrew Watson. ‘It’s certainly got a really interesting heritage, probably more so than most of the other brands. In fact, as a basic brand, Onitsuka Tiger pre-dates Nike, so it’s really got some stories to tell. To tell those stories we needed a delivery device, or something that we could use as an icon ...