( ONITSUKA TIGERASTRO BOY LAUNCH EVENT )
Two Japanese icons joined forces for a unique capsule collection. Onitsuka Tiger - the brand that introduced the world to the concept of sneakers 75 years ago - and Astro Boy - the character that taught the world how to manga.
monopo paris was invited to find the most relevant and powerful way of introducing the collection to a new French generation that hadn’t lived through the days of Kill Bill (Onitsuka Tiger’s most recent claim to fame) or Club Dorothée (Astro Boy’s largest French television platform). Onitsuka Tiger was planning to host a launch event for the collection and our challenge was to maximise the impact of the time we would have with influencers on that night.
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“ A quick round of consumer interviews taught us that Astro Boy was significantly better known in France than the Onitsuka Tiger brand. “
In order to maximise the opportunity, we had to leverage the charm and authority of Astro Boy as a way for people to discover its Japanese contemporary - Onitsuka Tiger.
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