Tuesday, May 27, 2008

Onitsuka Tiger - Electric Tiger Land

‘Electric Tiger Land’ campaign for 2008 realises Onitsuka Tiger’s ‘Made of Japan’ brand strategy in the form of a dramatic, one metre illuminated shoe.
Incorporating distinctive elements such as Tokyo’s splendid skyline, vibrant neon signage, transport, night markets, and vending machines, the sculpture pays homage to the incredible ambience and energy of Japan. Using a ground-breaking ‘rapid prototyping’ method, and a combination of different light sources.

To bring the campaign further, the company will be holding its 1st Onitsuka Tiger Night here in Malaysia, with its “Electric Tiger Land” global campaign, paying homage to Tokyo’s splendid skyline and vibrant neon city lights, and taking inspiration from the underground cult stories in Japan. The event will be taking place at Zouk, Kuala Lumpur on 18th July 2008.

The event is intended to further increase Onitsuka Tiger’s brand awareness among a broader target audience globally. Already being a fashion item in the fashion industry, Onitsuka Tiger aims to become an inspiring brand for an increased number of consumers.

To deliver the message, an ‘Onitsuka Tiger Shoe Design Contest’ carrying the theme “Electric Tiger Land” is held. The contest is designed to reach any people feeling inspired to design or to express their understanding of theme, providing them an opportunity to show their talents and knowledge in designing the shoe in accordance with the theme. To participate in the contest, they are required to purchase a pair of Mexico 66 White for their design from any of our distributors listed below:
· StarThreeSixty @ Sunway Pyramid
· ThreePointSix @ Mid Valley
· Marc Ecko Ultd @ One Utama
· Sole What @ The Garden
· Tangs @ Pavillion
· Isetan of Japan @ KLCC
Entries are to be submitted to StarThreeSixty at Sunway Pyramid or Marc Ecko Ultd at One Utama before the 30th June 2008 where they will stand a chance to win attractive prizes such as the:
· Electric Blue Award : RM 1,000 Cash + RM 1,500 Voucher
· Blazing Fuchsia Award : RM 750 Cash + RM 1,000 Voucher
· Neon Green Award : RM 500 Cash + RM 500 Voucher
The winners will be invited to the Onitsuka Tiger Electric Night 08’ where a prize giving ceremony will be held. However, equally an important criterion for selection of the winners is the storyline to support the design describing their creation and the origins of the chosen design.

For further information, feel free to visit: