Ceiling, 4

February 2008

Onitsuka Tiger is the vintage brand of ASICS.

Print advertisment created by Dez Brasil, Brazil for Onitsuka Tiger, within the category: Fashion.

Made of Japan.

Advertising Agency: Dez Brasil, São Paulo, Brazil
Creative Director: Vitor Knijinik
Art Director: Getulio Albrecht
Copywriter: Michel Zveibil
Photographers: Alexandre Torres, André Viegas

Comments (10)

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Highest Rated

akharwatkar's picture
Activity Score 79

Yes, the 'Made of Japan' campaign was kick-ass...

lawrencevon's picture
Activity Score 143

"made of japan" ?

dear me. japan is now a footwear material.


Tincho's picture
Activity Score 1093

Hahaha nice, really nice.

who else's picture
who else
Activity Score 13


Thinking's picture
Activity Score 30

I think the idea is more about Japan being on the other side of the world (upside down). And yes, made of Japan sounds weird.

Jet Propulsion Lab's picture
Jet Propulsion Lab
Activity Score 10679

"Made of Japan" was created by another agency for their integrated ad campaign. These guys have nothing to do with it whatsoever. Either they just decided to, or they were asked by the client to keep the line with these ads. Thus, mucking up the "original" concept devised by someone else. Sure, you still get the idea, but it now feels totally disjointed.
Only in the context of the original work, will the line make any sense.

akharwatkar's picture
Activity Score 79

Yes, the 'Made of Japan' campaign was kick-ass...

everartz's picture
Activity Score 7609

personally i dont get anything from this upside down campaign!!

| everartz |

DarkSide's picture
Activity Score 1066

Great art direction. Weak idea.
This is only a local insight. In Brasil Japan is "the other side of the planet", so when Brasil is "standing up" Japan is "upside down"

judy.y's picture
Activity Score 79

thanx fot the explaination :)

like_duh's picture
Activity Score 88

foreword: i know this is based on a local insight

comment: but this visual has been done before, I'm trying to find the visual for you guys. background info if you guys wanna find the visual. The print ad was done for some trekker kind of footwear, by an agency based in singapore.