Onitsuka Tiger 'made in Japan' by StrawberryFrog

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A sculpture in the shape of a trainer made up of Japanese collectibles, including sushi, origami, Lucky Cats and urban vinyl toys, is the basis of StrawberryFrog's first campaign for footwear brand Onitsuka Tiger. It is designed to challenge misconceptions of Japanese culture while reinforcing the brand's Japanese heritage. The ad shows the sculpture being made as a bunch of animated collectibles battle each other to be part of the trainer. The sculpture was a collaboration between the LA-based artist Gary Baseman and the Dutch photographer Marcel Christ. The sculpture, seen in the ad, will be transported around the world and displayed in major cities. It has also been photographed for a press campaign that will appear in magazines around the globe.

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Released: 24 January 2007


Carsten Unbehaun, Sandra Koopmans and Marscha Scheepbouwer
Creative agency
StrawberryFrog, Amsterdam
Art director
Andrew Watson, Erik Holmdahl
David Smith, Barry Smith
Planner (creative agency)
Simon Neate-Stidson
Production company
Inn Amsterdam
Marcel Christ
Model maker
Anthony Sgard
Gary Baseman
Magic, Amsterdam
Film production company
Circus, Amsterdam

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