Since 2007, we’ve reinforced Onitsuka Tiger’s Japanese credentials through iconic shoe sculptures. For 2010, a handcrafted wooden sneaker, inspired by traditional Japanese cabinetry, became the campaign centrepiece.

Over 1,200 stills created a fully interactive ‘wooden world’ on-line, where a new discovery waited behind each door. Physical keys sent to influential bloggers allowed them exclusive access to compartments, generating a global buzz as they shared their discoveries on-line.

Unique visits to onitsukatiger.com grew 125%, while total traffic saw a massive increase of 460%. Interest in the collection went up 20%, direct traffic (WOM) increased 40%, referral traffic jumped 152%.

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