Onitsuka Tiger's Zodiac Race Campaign

Onitsuka Tiger is a premium sneaker brand based in Japan and currently held by ASICS. To celebrate its 60th Anniversary, it introduces the Spring/Summer collection and launches a global '' Cycle of Life'' campaign in Feb. The idea is coming from the ancient legend that the God has to decide the order of Zodiac calendar. 13 animals compete for 12 places. The agency Amsterdam Worldwide creates a campaign that works across multiple communications channels, include a one meter-long sneaker diorama; a three-minute animation film; a 30-sec trailer, a website, and print materials. 

The website has all the contents described. You can see how they made the sneaker diorama and those animal characters. The sneaker is a detailed model interpretation of Japan. Everything is hand-made on that diorama. Then they turn the diorama into the film setting. All the animal characters are 3-D animated. They show their personalities along the race. The story is simple and the production is great. I admitted I watched the film again and again. It has so many details that I personally enjoy so much. 

You can also calculate your zodiac sign on the website and it will show which animal is in charge your year of birth, how your personalty is affected, and of course, some merchandises with the symbol of your year. The website is worth browsing because of the production quality. Go, take a look, and figure out which animal year you're in. However, it is not 100% perfect. Some features is coming soon and you can't download anything fun or share with friends. But it's good enough for marketers to know the potential of integrating channels and communications.