Strawberry Frog viral for Onitsuka Tiger

Strawberry Frog has done a viral for Onitsuka Tiger, available here at putfile "Lovely football Karoke", and like their previous breath of fresh air for Onitsuka Tiger, it is firmly rooted in Japanese bizarre.

"Lovely Karaoke" is the world's first internet Karaoke competition!

The campaign is the world's first online karaoke competition using the Lovely Football anthem. Fans are invited to sing along to Lovely Football via the Onitsuka Tiger website using a microphone plugged into their PC. The website technology 'listens' to the accuracy of the singer's lyrics, tone, volume and key before allocating a score. The top five singers on 31 March, when the competition ends, win a pair of injector DX.

Mark Chalmers, creative director of StrawberryFrog, states: "Lovely Football builds on the legendary madness and hysteria of Japanese football fans at the 2002 World
Cup. This campaign combines Onitsuka Tiger's love of sport with lashings of football humour and a nod and a wink to the brand's Japanese heritage."

Creative director: Mark Chalmers
Account director: Neil Stevens
Art director: Erik Holmdahl
Copywriters: Mark Chalmers, David Smith, Ute Geisler, Roos Smit
Designers: Paul Hutcheson, Kalle Thyselius @, Pepijn @ SaltedHerring,
Producer: Takaya Tomoko @ Hypu Tokyo
Sound production: Diederick Van Middelkoop @ MassiveMusic
Sound production Japan: Syn Entertainment
Director: Gavin Elder @ HeyLuke
Editor: Gavin Elder @ HeyLuke
Post-production: Gavin Elder @ HeyLuke

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Dabitch's picture

Theres some more on Revolution magazine now;
Asics has created the world's first internet Karaoke competition to promote its heritage brand Onitsuka Tiger during the World Cup in Germany.
The pan-European campaign, created by independent agency StrawberryFrog, marks the launch of Injector DX, street footwear based on its 1972 football boot.
A three-minute, videoclip, football anthem 'Lovely Football', performed by a Japanese choir aims, to appeal to streetwise football fans and is available on CD-rom from shoe retailers and is downloadable from
The anthem forms the focus for a live karaoke competition, which invites football fans to sing along to 'Lovely Football' through the Onitsuka Tiger website, using a microphone plugged into their PC. The website scores the singer based on the accuracy of their lyrics, tone, volume and key.
The top five scoring singers win a pair of Injector DX on March 31.