Onitsuka Tiger plans cultural campaign
Onitsuka Tiger, the Japanese trainer brand, has launched a microsite to raise awareness.
Foundintranslation.co.uk will showcase Anglo-Japanese creative talent,
with the aim of illustrating what happens when the Japanese and UK
cultures 'impact upon each other'.
The push, which will collect customer data and drive traffic to the main
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in June.
The microsite will offer video, audio, animation, text and photos from
creative pioneers including fashion designer Hiro, sculptor Tomoaki
Suzuki and drummer Akiko. It will also feature downloads and creative
that can be used by visitors to create their own art pieces.
The 'Found In Translation' campaign will extend offline through
installations in Onitsuka Tiger's flagship London store.
"There is a growing reciprocal love affair between Japan and the UK in
terms of appreciation of new trends and fresh ideas, and we're bringing
that to life, with Onitsuka Tiger being seen as a cultural driver and
content creator," said Andy Crysell, MD of Ramp Industry, the agency
that created the site.
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