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 mode 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)