TOKYO FASHION MAP: TOKYO FASHION MAP

Credits:

Type of Entry: Product & Service
Category: Clothing, Footwear & Accessories
Title: TOKYO FASHION MAP
Advertiser/Client: UNIQLO CO
Product/Service: VARIATED PARKA SERIES
Entrant Company: DENTSU Tokyo, JAPAN
Advertising Agency: DENTSU Tokyo, JAPAN
Creative Credits
Name Company Position
Keiichi Higuchi Dentsu Planning Director
Shinya Seino Dentsu Art Director
Aki Kimura Dentsu Copywriter
Kampei Baba Bascule Technical Director
Megumi Kasuga Bascule Director
Shinsaku Ogawa Dentsu Tec Agency Producer
Kai Hikiji Dentsu Agency Producer
Sozo Kikuchi Dentsu Agency Producer
Osamu Kimura Dentsu Account Executive
Takaharu Hatori Monster☆ultra.inc Film Producer
Sho Yamashita Monster☆ultra.inc Production Manager
Hironobu Ryo Bascule Assistant Designer
Takayuki Watanabe Bascule Flash Developer
Yoshikazu Iida Graffiti Magazines Flash Developer
Shunji Suzuki Dentsu Magazine Editor
Koichi Sawada Dentsu Executive Creative Director
Kenji Shiratsuchi Dentsu Executive Planning Director
Kentaro Katsube Fast Retailing Co. Client Supervisor
Aoi Matsumoto Fast Retailing Co. Client Supervisor
Minako Suzuki Fast Retailing Co. Client Supervisor
Details
Results and Effectiveness:
Once released, the movies and snaps took the nation by storm. Comments of amazement filled numerous websites and our magazine sold out in many bookshops and convenience stores. In fact, these 1000 snapshots generated a parka sensation that’s reaching from Tokyo across the nation. This effective promotional campaign more than doubled our parka sales over the last year.
Creative Execution:
Parka Relay Movie and Street Map link representative towns throughout Tokyo by having residents remove a UNIQLO parka and “pass it” to someone in the next town. Street Map shows the actual shooting locations of GPS-tagged snapshots. And all 1000 Street Snaps are printed in TOKYO FASHION with UNIQLO magazine, available in bookshops throughout Japan.
Insights, Strategy and the Idea:
Japan’s casual brand, UNIQLO, launched parkas worldwide in wide-ranging colours and styles to expand sales and offer unlimited parka coordination.