More evidence of the “new” advertising: the centrepiece of Onitsuka Tiger’s marketing over the coming year will be a meter-long model of a trainer-shaped mini-city created using Rapid Prototyping technology. The model appears in a commercial and in print ads, but copies will also tour in an exhibition and be made into promotional merchandise. Plus - and here’s where it gets really Ad2.0 - Onitsuka is going to bring out a range of trainers based on the model later this year…
“It was essential that the idea that would allow us to explore traditional and non-traditional media opportunities,” explains Richard Gorodecky, executive creative director of agency StrawberryFrog Amsterdam, who conceived the idea. “Alongside the one-metre shoe sculpture there’s a tour, a print campaign, a 30-second animated film, a font, retail installations, limited-edition key rings and there’s even a light-up shoe-shaped USB stick.”
Onitsuka: Product Makes Model, Makes Ads, Makes Art, Makes Product
