UNIQLOCK

Stills from video click to enlarge

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Released:	May 2008
Avertiser:	Uniqlock
Agency:	Projector Inc.
Country:	Japan
Category:	Retail stores & rental companies
Awards:	D&AD 2008 Online Advertising Black Pencil D&AD 2008 Websites Yellow Pencil Cannes Lions 2008 Titanium Grand Prix
Tags:	Cannes 2008 50+ YEARS OF CANNES LIONS GRANDS PRIX

Credits:

Advertiser/Client: UNIQLO
Product/Service: CASUAL CLOTHING
Entrant Company, City: PROJECTOR, Tokyo
Country: JAPAN

Credit Details:

Name	Position	Company
Koichiro Tanaka	Creative Director	Projector Inc.
Takaharu Hatori	Producer	MONSTER FILMS INC.
Yuichi Kodama	Director	Caviar Limited
Fantastic Plastic Machine	Sound Artist
Furitukekagyou Air:man	Choreographer
Yoshinobu Yoshida	Cinematographer
Keizo Ichimei	Lighting
Takayuki Sugihara	Art Director
Keiichi Tozaki	Interactive Designer
Yukio Sato	Interactive Designer
Yoshiaki Nagasaki	Executive Creative Director	Paragraph
Hiroyuki Kojima	Producer	Paragraph
Keigo Nakamura	Production Manager	MONSTER FILMS INC.
Susumu Arai	Programmer	Sonicjam
Koji Torigata	PR	BILCOM, Inc.
Ryota Sugawara	PR	BILCOM, Inc.
Toshihiko Shingu	Hair/Make-Up
Hisashi 'momo' Kitazawa	Stylist	KiKi Inc.

Description:

UNIQLO was seeking an innovative way to build its brand awareness internationally, and promote its business expansion into the global market. We recognized the 70 million blogs worldwide as a powerful buzz-building media, and created a functional and entertaining blog widget for the bloggers to spread the brand globally. The campaign concept we developed was the fusion of a CLOCK which functions as a blog utility, time signaling MUSIC, and DANCE performance videos with UNIQLO clothing. We named it UNIQLOCK. As a 100% UNIQLO branded widget, this automatically became a tool to connect UNIQLO and the world's bloggers.

Launch And Execution:

As a teaser, we uploaded 16 audition videos onto Youtube. Then we launched the UNIQLOCK site to start distributing the blog widget. The numerous dance videos and the clock counter appearing seamlessly one after another makes the viewers eager to see more. Since the widget plays all-year round, 24/7, the dancers change their outfits according to the season. The bloggers were motivated by seeing the website's world map which visualized the expansion of all of the users. Screensavers and shop installations were also released to enhance the UNIQLOCK experience, from personal desktops to the UNIQLO stores.

Results:

Over 27000 widgets from 76 countries Over 68 million views from 209 countries (widgets + website) Over 500 thousand views on You Tube (the audition videos) Over 175 thousand downloads (screensavers) Over 619 thousand web pages (google) (To Date: 10th January, 2008 )