Giant ‘city in a sneaker’ sculpture, which was the dramatic centerpiece for Onitsuka Tiger’s integrated global brand campaign, 2008.
The campaign created by award-winning international advertising agency StrawberryFrog Amsterdam, was inspired by the Tokyo cityscape, which is visually stunning and energetic perfect for Ontisuka Tiger. StrawberryFrog was looking for an idea rather than an individual ad campaign, something that would draw people in and excite them across all media touchpoints. The sculpture has inspired numerous executions from classic print and outdoor, to viral film and retail and even drove the design of new product.
The Electric Light Shoe takes center stage in a StrawberryFrog-produced 30-second animation that takes the viewer on a journey through the sneaker. The film opens in a contemporary Japanese bedroom and from there the viewer is whisked away on a magical journey through the sculpture bustling neon-lit streets, past traffic, metro trains, skyscrapers and cranes. It sweeps to a halt in front of the Electric Light Show leaving the viewer to watch from afar as the city in a sneaker goes about its business.
© StrawberryFrog Amsterdam.
