Monday, February 9, 2009

Asics Appropriates Chinese Legend for 'Made of Japan'

Back in June 2008 StrawberryFrog Amsterdam, the full-service advertising and branding agency, has rebranded as Amsterdam Worldwide. The name change did not affect StrawberryFrog's New York and other offices in Tokyo and Sao Paulo.

But the quality of work remains the legacy of the original StrawberryFrog.

PROOF!

Here is a great piece done for Asics' called ‘CYCLE OF LIFE’ - Campaign to Celebrate Onitsuka Tiger 60th Anniversary.

Continuing Asics' campaign/pop culture tribute "Made of Japan" for Onitsuka, Amsterdam Worldwide developed "Zodiac Race," a by-land-and-sea battle between future members of the The Jade Emperor's Zodiac Calendar.

Amsterdam Worldwide has reworked the ancient Zodiac legend, which tells how 13 animals raced against each other to secure a spot in the Zodiac Calendar, to create a campaign that works across multiple communications channels. These include: a one metre-long sneaker diorama; an animation; print ads; online and in-store executions.

In the Chinese legend, Rat wins by riding the Ox. The turnout's no different in this video, which is all manga'd out and about as fun as watching Wii Mario Kart. Also, for some odd reason the dragon just flies around, doing inexplicable good deeds.


video

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