CAMPAIGN NO. 4: ADVERTISING EXPERIENCES
OVERVIEW
This project aimed to elevate brand visibility and market position by leveraging innovative digital and experiential marketing strategies that highlight the brand's unique Japanese heritage and design philosophy. The campaign focused on blending traditional craftsmanship with modern design to appeal to a diverse, fashion-forward audience.
ABOUT THE BRAND
Onitsuka Tiger is a Japanese footwear brand known for its fusion of traditional craftsmanship and contemporary design. The brand offers athletic and lifestyle shoes that prioritize comfort, performance, and style. Iconic features like their signature stripes and vintage-inspired designs set Onitsuka Tiger apart from mainstream athletic brands.
SOLUTION
TV Spot – “World Moves: The Mexico 66 Journey”
Platform: YouTube
Target: 24–38 y/o global urban creatives and style-conscious individuals
Target: 24–38 y/o global urban creatives and style-conscious individuals
This 30-second commercial opens with quick cuts of urban environments—from Tokyo to New York to Paris—before spotlighting the Mexico 66 in motion across dance, parkour, and city life. The spot ties the sneaker’s Olympic legacy to today’s streetwear sensibility, closing with a bold visual lockup and the tagline: “Claim Your Journey.”
Radio Spot – “Mexico 66: A Global Legacy”
Platform: Spotify
A concise 15-second audio ad designed for streaming listeners. Featuring international beats and sound effects, the voiceover narrates the sneaker's origin at the 1968 Olympics and bridges it to the present with the message: “Step into a world without borders.” A distinctive tiger roar punctuates the spot, reinforcing brand recall.
Guerrilla Marketing – Tokyo Metro-jack
Transforming Tokyo's metro system into a moving brand experience by wrapping trains on major lines with Onitsuka Tiger's signature stripes, turning public transport into moving canvases. The design emphasized bold movement, color, and brand energy, mirroring the campaign's core themes. Creating shareable, social media-friendly moments.
Promotional Item – Branded Metro Maps & IC Cards
Limited-edition branded metro maps and IC cards were designed and distributed during the campaign launch. These functional items were customized with Mexico 66 visuals and messaging, designed to be both useful and collectible.
EVALUATION
This campaign delivered a cohesive, 360-degree brand experience, weaving Onitsuka Tiger’s storied heritage into the lives of a new generation of consumers. Each asset—from visual storytelling to interactive transport branding—was crafted to celebrate movement, cultural identity, and individual expression.
Roles: creative direction, art direction, storyboard art, scriptwriting, multimedia design, marketing strategies, campaign planning, brand design, copywriting, experiential design
Deliverables: 30-second TV spot storyboard, 15-second radio spot script, campaign concept & taglines, key visual assets, guerrilla marketing concept, promo item design, audience & platform strategy document
