Big Ideas from a Small World

Keeping up with the underdog.

Posted in From Canada by Ryan Thomas on March 2, 2009

Here is a digital shop to keep your eye on.

CLOUDRAKER

Cloudrakers site might be hard on the DSL line but it's worth it for the copy alone.

Cloudrakers site might be hard on the DSL line but it's worth it for the copy alone.

They just finished the launch of a new Global Asics site for the Onisuka Tiger line and it’s the kind of site you can get lost in.

Montreal's Cloudraker brought what was working in video to the web to help create a new feel for the brand.

Montreal's Cloudraker brought what was working in video to the web to help create a new feel for the brand.

*Be warned though both sites are a little resource heavy, I had to close tabs to get them running smoothly.*

You have to give credit to the brand marketers working for Asics on Onisuka Tiger, in the last few years their efforts and zeitgeist of sneaker culture have really separated this brand as a stand out from the rest of the Asics brand family. In commissioning this site, Tiger no longer feels like a brand extension but a fully formed destination.

Now just to bring you up to speed – this work comes on the back of Amsterdam Worldwide’s work on the Zodiac Race:

The making of the Zodiac Race:

Which brings us to the title of this post.

The quirky personality of this spot and the new web destination really speak to the Onisuka Tiger brand position, finding a style and a voice in the highly advertised and award winning shoe category can’t be easy for any brand.

I think this effort goes a long way toward establishing a quirky highly stylized voice for the brand.

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: