UNIQLO CALENDAR by Bilcom, Projector for Uniqlo

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Industry Clothing
Media Promo & PR, Case study
Market Japan
Agency Bilcom
Agency Projector
Creative Director Koichiro Tanaka
Producer Gyosei Okada, Nozomu Naito, Shinjiro Ono
Photographer Takuji Onda, Shinsuke Kamioka, Takayuki Saito
Released June 2009

Credits & Description

Category: Best Use of Integrated Media
Advertiser: UNIQLO
Product/Service: CLOTHING
Agency: BILCOM
Date of First Appearance: Jun 10 2009 12:00AM
Entrant Company: PROJECTOR, Tokyo, JAPAN
Entry URL: http://www.uniqlo.com/calendar/
Creative Director: Koichiro Tanaka (Projector)
Art Director / Designer: Takashi Kamada (spfdesign)
Technical Director / Interactive Designer: Kay-ichi Tozaki (KARATE SYSTEM)
Producer: Gyosei Okada (Puzzle)
Producer: Nozomu Naito (Puzzle)
Producer: Shinjiro Ono (Puzzle)
Shooting Director: Hiroyuki Kojima (Paragraph)
Shooting Director: Tochika "Kazue Monno + Takeshi Nagata"
Interactive Designer: Yukio Sato (310design)
Project Manager: Yuuri Ogawa (Projector)
Project Manager: Shinichi Saeki (Projector)
Production Manager: Shigehisa Nakao (Puzzle)
Photographer: Takuji Onda
Photographer: Shinsuke Kamioka
Photographer: Takayuki Saito
PR: Mayumi Sawada (BILCOM)
PR: Ryota Sugawara (BILCOM)
Music: Tomoyuki Tanaka (FPM / Fantastic Plastic Machine)
Creative Management Director: Kentaro Katsube (UNIQLO)
Web Producer: Ken Kanetomo (UNIQLO)
Media placement: Campaign Site - Web - 10 June 2009
Media placement: Digital Signage - 500 Places In The Cities - 3 March 2010
Media placement: IPhone App - ITunes Store & Web - 24 March 2010
Media placement: TV Filler - 4 Spots - Weather Forecast Program - 29 March 2010

Results and Effectiveness
1. Viewed over 230 million times in 217 countries, spreading 2.7 times as fast as UNIQLOCK (In 9 months since its launch) 2. More than 51,000 blog widgets and 108,000 screensavers had been downloaded. (In 9 months since its launch) 3. The iPhone App reached 130,000 downloads in its first 2 weeks of release, and ranked 1st among free applications in iTunes.

Creative Execution
Each season, we went on a mission to capture the dynamism of Japan by spending months traveling and filming, using tilt-shift and time-lapse techniques. As of April 2010, it covered all four seasons featuring scenes from over 210 locations. UNIQLO CALENDAR can be customised to the user's location, embedded into a blog, downloaded as a screensaver, or sent as a seasonal greeting card. It also breaks into mosaic tiles of seasonal items that link to an online store by clicking the video. Out of PC, it was released as iPhone App, displayed in UNIQLO stores, distributed to 500 places in the cities, and even broadcast on weather forecast.

Insights, Strategy & the Idea
Challenge: To build a branding platform that promotes both Japan and UNIQLO on a global scale. Insight: 1. We feel the weather and season from the scenery, and the act of selecting clothes is related to those feelings. 2. Japan’s changing seasons, and urban/rural landscapes have global appeal. And from the insight, we realised that by uniting clothes, the weather, and unique charms of Japan, we could provide a fresh way of seeing and celebrating the everyday throughout each season. So, we created UNIQLO CALENDAR. An online daily calendar with weather report that presents miniaturised version of Japan.