Onitsuka Tiger


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)