Electric Tigerland is the second in the Made of Japan series of campaigns for Onitsuka Tiger. This time we created a portrayal of a city within a sneaker, drawing on the lights and sights from the classic vision of a Japanese metropolis. We designed the shoe in 3D with Freedom of Creation, and then produced it using rapid prototyping and delicate electric work • The shoe formed the basis of the campaign and influenced all sorts of media spin-offs from silver miniature shoe key chains and glowing usb sticks, to elctric posters and actual sneakers that glowed under UV light.
Electric Tigerland punched way above its weight at the awards, getting recognized at Cannes (including a Titanium shortlist), The Clios, State of Design, Art Director’s Club, Montreau, Eurobest, Meribel and One Show; as well as receiving the Special Award for Excellence by the Japan Magazine Fashion Association and being featured in the book: 50 Shoes that Changed the World.