CAMPAIGN OVERVIEW: We created a seasonal campaign for Onitsuka Tiger featuring popstar and actress Chris Lee (Li Yuchun). The campaign concept, 溯 · 造新生, storytells around the brand’s iconic, retro heritage and stresses the inherent virtue of progress and innovation: how the past informs the future. Each month of the campaign builds on the “溯 · 造“ storyline with different interpretations of creating “new from the old”; how tradition and legacy pave the way for what lies ahead.

The campaign ran throughout Greater China across all media.

The January campaign visually re-interprets the classic Opening Ceremony country flags from the most iconic Olympic Games of all time – Mexico 1968. Chris Lee embodies the essence of the Onitsuka Tiger brand heritage with a message to consumers to re-envision the classics in order to find the best in themselves.

The February campaign redefines style with ultra-modern visuals and high fashion sensibilities. Chris Lee inspires consumers to discover the true meaning of fashion – to not be a slave toward trends, and to constantly re-invent themselves with confidence, attitude, and freedom of expression.

The March campaign re-defines cool with throwback visuals inspired by vintage 70’s and 80’s Americana. Chris Lee takes consumers on a journey back into time to discover the true and time-tested essence of “retro.”

The April campaign is inspired by endless poolside vibes under sun-drenched skies. Chris Lee delivers a message to consumers to shake off the dust of winter by reinventing themselves with unforgettable fun times as summer approaches.

The May campaign is inspired by modern minimalist Japanese design. Chris Lee reminds consumers to embrace “less is more” ethos and that simplicity is the key to discovering extraordinary within the ordinary.