Onitsuka Tiger: REKINDLE THE LEGEND

Credits & Description:

Advertiser: ASICA CORPORATION
Agency: INTERBRAND
Category: Other Video Content
Advertising campaign: REKINDLE THE LEGEND
Creative Director: Hideto Matsuo (Interbrand)
Art Director: Koichi Fujimura (Interbrand)
Strategy Director: Alexander Murray (Interbrand)

Implementation
With a short movie, we showed an idealized "day in the life" of the target customer. This captured their world in a creative way that employees and retailers could instantly understand. The movie was embedded in an interactive application that illustrated key brand messages. In five sections, we focused on distilling the timeless imagination and passion that runs through the brand.

Client Brief Or Objective
Founded in 1949, Onitsuka Tiger is the original Japanese sport fashion brand. In preparation for a brand reset, people needed to be reminded of what made the brand special and how it was different from its parent, ASICS. Helping employees better understand the Onitsuka Tiger story was the first step in sharing the brand with a wider audience.

Outcome
The result was an engaging experience that shared the energy and excitement of the Onitsuka Tiger brand, and could be used to inspire employees, retailers and shoppers around the world.

Brief Explanation
Creatively, the geographic roots of the brand were a source of great strength. The challenge was to fuse traditional craftsmanship with the essence of modern, metropolitan Japan without limiting the brand to a retro feel or to cultural clichés. This all needed to be done in an inspiring and accessible way for a global audience.