This was an integrated global campaign for Japanese sneaker brand Onitsuka Tiger. The centerpiece of the campaign was a one and a half-metre long bespoke wooden cabinet, built in the shape of a sneaker. The piece was a totem to Tansu – the traditional Japanese art and craft of furniture-making.

The wooden sneaker toured flagship stores and events around the world and was featured in print ads, teaser film and making-of. Online, we turned over 1,200 stills of the shoe into a fully interactive stop-motion based replica with discoveries and interactive content behind each door.

Visitors flocked to the site (traffic went up 460%), and the story of the handcrafted wooden sneaker reached blogs and magazines around the globe. And the campaign won a Cannes Gold and a Eurobest Grand Prix.