The aim is to tie into the brand’s heritage by showing the diversity of Tokyo’s back streets through the eyes of three locals.
"My Town My Tracks" introduces brand ambassadors Asami, Que and Chris, who take the viewer on a journey through their Tokyo neighbourhoods while wearing Onitsuka Tiger sneakers.
The videos each show a different side to contemporary Tokyo and are accompanied by 1,000 candid Instagram photos that reveal parts of modern Japan not usually seen by tourists.
Digital agency Blast Radius Amsterdam commissioned the photographer Laurence Ellis to direct and shoot the campaign. Ellis’s previous work includes shoots for Jil Sandertg, Vogue, and i-D magazine.
The creative director was Andrew Watson, the art director was Karian Weijers and the copywriter was Vanessa Inggs. The producer was Eamon Wyse via Rosco. Renegade Media was responsible for PR and seeding.
The Instagram photos will be shared via @onitsukatigerhq, the brand’s official Instagram account.
Each video starts with a different brand ambassador holding up their style of Onitsuka Tiger sneaker, before exploring their favourite neighbourhood. Que skateboards and visits bars, while Asami takes the commuter train and shops in vintage boutiques.
The videos end with a close-up on the sneakers and the name of the style. Together, the images and video invite viewers to explore a candid view of off the tourist trail of Japan and discover, "Three sneakers Three stories Three sides of Tokyo.
Lisa Hogg, the head of brand management at Onitsuka Tiger, said: "Being a Japanese brand, we are very inspired by Tokyo, so it was natural to want to share our experiences of the city.
"‘My Town My Tracks’ is about exploring the hidden treasures of contemporary Japan and our brand’s heritage through photography and film. The stories of our ambassadors and our shoes are authentic, fresh and powerful."