Launched in February 2010, the Tansu campaign is the fourth edition in our award-winning series of larger-than-life sculptures created for Onitsuka Tiger.
Taking cues from ‘puzzle box’ cabinets created for the Samurai, it took a team of expert Japanese craftsmen from a ninth-generation Tansu workshop over four months to craft the one-and-a-half metre long Tansu-inspired wooden sneaker, using traditional methods.
By focusing on the unique heritage and authentic Japanese credentials of the Onitsuka Tiger brand, as summarised in the agency’s Made of Japan strategy,we created something so unique that it intrigued and engaged consumers the world over, and reinforced the brand’s international iconic status.
The story of the wooden sneaker spread around the world, appearing in thousands of blogs, tweets and magazines. Interest in the collection went up 20%, direct traffic (WOM) increased 40%, and referral traffic jumped 152%. Unique visits to onitsukatiger.com grew 125%, while total traffic saw a massive increase of 460%.