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Fast Company

Can Your Shoebox Do That? Onitsuka Tiger's Magical Puzzle

February 5, 2010

The shoe company's newest ad campaign features a real-live Japanese tansu box. Will anyone notice?

We've seen (and yawned at) Adidas's augmented-reality-equipped sneakers. Well check out Onitsuka Tiger's new Web site and ad campaign--it's AR come to life.

That giant tansu puzzle box shoe? Well, it's real. Ad agency Amsterdam Worldwide hired Niigata tansu masters Ogura Tansu Ten to build a five-foot-long Tiger shoe out of traditional Japanese puzzle boxes--the kind that hide secret compartments if you open them in a special sequence. You can open the doors on Onitsuka's Web site (they hide little stop-motion videos), or in real life as the shoe travels around the world to Onitsuka retailers (next stop: London).

It's a pretty intense gimmick, and takes some playing around with to figure out. You gotta give it to Onitsuka, though--they didn't just knock out an all-digital box and call it a day. The question is, will anybody notice?

[See more pics at designboom]

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