Once again Onitsuka Tiger has come up with a special theme and campaign and will be celebrating their 60th anniversary this year with the symbols of the Zodiac Race.
“in japanese culture a 60th birthday is a milestone of major significance laden with symbolism around the ‘cycle of life’, which is itself based on the japanese zodiac calendar.
amsterdam worldwide has reworked the ancient zodiac legend, which tells how 13 animals raced against each other to secure a spot in the zodiac calendar, to create a campaign that works across multiple communications channels. these include: a one metre-long sneaker diorama; an animation; print ads; online and in-store executions.
at the heart of the campaign is the breathtaking one metre-long zodiac race diorama shaped like a sneaker, which recreates a mythical japanese landscape in miniature.
the diorama is hand-built using the five ruling elements – wood, fire, earth, metal and water. the design features several japanese landmarks including mount fuji, the tottori sand dunes, ice sculptures from the hokkaido region, the dry volcanic area of kyushu and the pylons powering the bright lights of tokyo.” Via Designboom.
They also made a three minute animated film for the occasion and of course sneakers with the animal themes will be releasing all year long, more on that soon.
More images of the Onitsuka Tiger 60th Anniversary Zodiac Race Diorama follow after the jump.