A Product of Inner Confidence

Onitsuka Tiger

Brand Development, Advertising, Art Direction, Retail

The Challenge

Give us a global Spring / Summer campaign. It’s a 3 way pitch.

Our Response

We went looking for the brand positioning at the heart of Onitsuka as the first place to build a response to this brief, but we couldn’t find one. So we came up with one and won the pitch. The Story of Mr Onitsuka is very interesting, a man who invented a running shoe in post-war japan to improve the self esteem and confidence of post-war Japanese youth.

We thought that was gold dust. So we created a new platform idea around the notion of ‘Product of Inner Confidence’ - a nod to those who don’t have to shout, grab attention or make an exhibition of themselves and a reference to the confidence required to wear these super-vibrant trainers, especially in a world dominated by bigger brands.

Johnnie Walker
Johnnie Walker
Johnnie Walker
Johnnie Walker