TOKYO FASHION MAP by Dentsu Inc. Tokyo for Uniqlo

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Industry Apparel, Clothing & Footwear, Culture, Leisure & Sport
Media Print, Magazine & Newspaper, Ambient, Design & Branding
Market Japan
Agency Dentsu Inc. Tokyo
Director Megumi Kasuga
Executive Creative Director Koichi Sawada
Art Director Shinya Seino
Copywriter Aki Kimura
Released March 2009


London International Awards 2009
Other Apparel Gold

Credits & Description

Company: Dentsu, JAPAN, Tokyo
Planning Director: Keiichi Higuchi
Art Director: Shinya Seino
Copywriter: Aki Kimura
Agency Producers: Kai Hikiji/Sozo Kikuchi
Account Executive: Osamu Kimura
Magazine Editor: Shunji Suzuki
Executive Creative Director: Koichi Sawada
Executive Planning Director: Kenji Shiratsuchi
Company: Bascule, JAPAN, Tokyo
Technical Director: Kampei Baba
Director: Megumi Kasuga
Assistant Designer: Hironobu Ryo
Flash Developer: Takayuki Watanabe
Company: Dentsu Tec, JAPAN, Tokyo
Agency Producer: Shinsaku Ogawa
Company: Monster Ultra, JAPAN, Tokyo
Film Producer: Takaharu Hatori
Production Manager: Sho Yamashita
Company: Graffiti Magazines, JAPAN, Tokyo
Flash Developer: Yoshikazu Iida
Company: Fast Retailing Co., JAPAN, Tokyo
Client Supervisors: Kentaro Katsube/Aoi Matsumoto/Minako Suzuki
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.