Asics 'lovely football' by StrawberryFrog

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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.

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Released: 02 February 2006

Related Creative:


Relaunch of Injector DX
Carsten Unbehaun, senior marketing manager at Asics Europe
Creative agency
Creative director
Mark Chalmers
Account director
Neil Stevens
Art director
Erik Holmdahl
Mark Chalmers, David Smith, Ute Geisler, Roos Smit
Paul Hutcheson, Kalle Thyselius, Pepijn at SaltedHerring
Takaya Tomoko at Hypu Tokyo
Sound production
Diederick van Middelkoop at MassiveMusic
Sound production Japan
Syn Entertainment
Gavin Elder at HeyLuke
Gavin Elder at HeyLuke
Gavin Elder at HeyLuke

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