A TAKE ON �WHERE�S WALLY�
There were five different collections being launched so we wanted to celebrate the uniqueness of each collection and wanted consumers to find their own style of Onitsuka Tiger. Hence, the creative line of "Find Your Tiger" was born. Inspired by an all-time favourite, "Where�s Wally", the campaign strays away from the typical shoe brand clich� of highlighting the shoes only. "Find Your Tiger" was about finding the shoes in creative graphics that celebrated the unique styles of consumers.
GAMIFICATION IS KEY
The campaign was brought to life through an interactive Facebook game where users had to find hidden pairs of OT�s within a given time period. Once all �Tigers� were found, they could then enter a competition to go in the running to win 1 of 10 pairs of shoes from that collection. The four product campaigns led up to the launch of the 65th Anniversary campaign in May, where users could win a trip to Japan.