We were tasked to create renewed momentum for a brand that was made famous by Quentin Tarantino’s Kill Bill.
International qualitative consumer research in 5 countries informed a new brand positioning for Onitsuka Tiger (moving away from stereotypical silly Japanese references, instead embracing pride in Japanese craft and style) and a new global segmentation model driving product development and retail strategy.
The resulting “Made of Japan” campaign won many awards, including:
2007 Cannes Cyber Lion
2008 Cannes Silver Cyber Lion
2008 Cannes Titanium Lion finalist
2008 Dutch Design Awards,
Winner Brand and Strategy
2009 ADCN silver Integrated award
(with Strawberry Frog Amsterdam)