What can be the meaning of a Japanese choir singing about pies and football? It is all in aid of the relaunch of Asics Injector DX football boot. The choir in question is the Onitsuka Tiger National Choir, and the song is 'Lovely Football', written by independent creative agency StrawberryFrog ahead of the World Cup this year. The choir features in a digital campaign that also includes what StrawberryFrog claims is the world's first online Karaoke competition. They are conducted by Asics founder Mr Onitsuka. The campaign also features print ads in lifestyle magazines.

This article was first published on Campaign Work


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