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International creative agency, Amsterdam Worldwide has won a Gold Design Lion at the 2010 Cannes Lions Festival for their hand-crafted tansu shoe created for yet another one of their fabulous campaigns and collateral work for Onitsuka Tiger.
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Honoured for its innovation and creativity, the Tansu shoe is the centerpiece of the 2010 brand campaign for Onitsuka Tiger.
The one and a half meter long Tansu-inspired wooden sneaker is a totem to classic Japanese design, and was hand-carved in a traditional 9th generation Tansu workshop.
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Taking cues from ‘puzzle box’ cabinets created for the Samurai, it took a team of expert Japanese craftsmen over four months to craft the model using traditional methods.
The Tansu shoe comprises many authentic features, including a number of secret compartments which intrigued and engaged consumers in retail environments worldwide.
Below are screen grabs of the shoe's interactivity as it appears on the Onitsuka Tiger website:
![](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj9g2qSyVp06GQgp2p3pHFgSi_FjOieEVAF4S8WMPViQjw91gyCS-qHUt6jOpJ9NmRzHHC8Pe2vQ-gxJ_A61i3PAmKTt-Pu27fzh4WBEEV1qEh16c4-Mlx9c758_SniKZMKV6o1nwAiZdE/s400/tansu-shoe-for-tiger.jpg)
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Richard Gorodecky, Amsterdam Worldwide’s executive creative director said: “In a world increasingly dominated by the virtual, it’s great to see that something hand crafted and ‘real’ has won such a prestigious award.
This is the fourth in the award winning series of larger than life sculptures created from the agencies 'Made of Japan' strategy. Their campaign for Onitsuka Tiger won a Cannes Cyber Lion in 2007 and in 2008 the Electric Tiger Land campaign was a Cannes Titanium finalist.