Onitsuka Tiger — Origami Trainers
After rejecting the tried and tested celebrity customization route, and many hours of desk research later, we found and recruited Japan’s premier paper artist Shin Tanaka to develop a template design of Onitsuka Tiger’s flagship trainer the Mexico ’66.
Using Shin’s template people could customize their own ‘origami’ paper trainer encouraging them to experience the brand by literally making their own.
We developed an animated website where people could download the template and watch video instructions on how to make their own paper trainers. People were encouraged to email in their designs and Shin awarded actual trainers as prizes to the best customizations.