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Onitsuka Tiger, Blast Radius Unveil AW13 Collection

Digital agency Blast Radius Amsterdam commissioned highly-acclaimed fashion photographer Lawrence Ellis (Vogue, ID Magazine, Wonderland) to capture the “tracks” of aspiring artist Que and actress/barista Asami as they traversed their everyday routes through their Tokyo neighborhoods for sports lifestyle brand Onitsuka Tiger’s new AW13 campaign. Since the AW13 is presumably a running shoe, you have to wonder why they didn’t select athletes for these spots. But I guess Que and Asami were just more photogenic. The campaign extends beyond the television spots, featuring over 1,000 Instagram images telling the stories of this campaign as well. UK and Germany-based agency Renegade Media is responsible for the campaign’s seeding and PR activity.

The aesthetically pleasing spots (and Instagram images) succeed in making me really want to visit Tokyo (or would if I didn’t already really want to visit Tokyo) but don’t really make me want to shell out money for the sneakers. In fact, during the course of the spots, which both last just over one minute, the sneakers become almost an after-thought. But since I only ever run if I’m trying to catch a train or fleeing a swarm of angry bees, I suppose I’m not the target demographic.

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