JKR

Onitsuka Tiger’s latest advertising campaign proudly pays homage to its Japanese heritage. The one metre Electric Light Shoe sculpture captures the distinctive Tokyo skyline and energy of the city, and brings it right to the heart of the brand by encapsulating it within the product itself! What’s noteworthy is how the brand has taken a simple truth about its origins, and then dramatised this in a charismatic and contemporary manner, which is a million miles away from the standard “Made in” communication. In a category full of global brands which champion broader themes (such as “Just do it”), it marks the “Tiger” out as a more idiosyncratic and “local” brand.