Case Studies of Effective Creativity
THE AWARDS:
widget, UNIQLOCK automatically became a tool to connect UNIQLO and the world’s bloggers. THE EXECUTION The clock was created by a variety of different Japanese artists. The time signal was created by Fantastic Plastic Machine, while the “UNIQLOck” dancers were directed and choreographed by Yuichi Kodama and AIRMAN. The special hourly dances were performed by Woomin. As a teaser, Projector Tokyo uploaded 16 audition videos onto YouTube. Then it launched the UNIQLOCK site to start distributing the blog widget. The numerous dance videos and the clock counter appearing seamlessly one after another made viewers eager to see more. Since the widget plays all-year round, 24/7, the dancers change their outfits according to the season. Bloggers were motivated by 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. Reviews praised “UNIQLOck” for capturing the cool minimalism of UNIQLO’s overall brand essence through an entertaining, 24-hour website that evolved and changed over time.
D& AD: Black Pencil Cannes Lions: Titanium Grand Prix and Cyber Grand Prix One Show Interactive: Best of Show and 2 Golds Clio: Interactive Grand Clio Tokyo Interactive Ad Awards: Grand Prix, Gold in Best Interactive, Best Campaign Site and Best Integrated.
THE MARKET RESULTS: Over 27,000 widgets downloaded in 76 countries Over 68 million views from 209 countries Over 500,000 views on YouTube Over 175,000 downloads Over 619,000 web pages Best of all, Cyber Lions juror and R/GA, New York EVP/CCO Nick Law noted, “Even in countries where UNIQLO doesn’t exist, it now has a brand presence.” Credits: Creative Director: Koichiro Tanaka, Projector Inc. Producer: Takaharu Hatori, MONSTER FILMS INC. Director: Yuichi Kodama, Caviar Limited Sound Artist: Fantastic Plastic Machine Choreographer: Furitukekagyou Air:man Cinematographer: Yoshinobu Yoshida Lighting: Keizo Ichimei Art Director: Takayuki Sugihara Interactive Designer: Keiichi Tozaki Interactive Designer: Yukio Sato Executive Creative Director: Yoshiaki Nagasaki, Paragraph Producer: Hiroyuki Kojima, Paragraph Production Manager: Keigo Nakamura, MONSTER FILMS INC. Programmer: Susumu Arai, Sonicjam PR: Koji Torigata, BILCOM, Inc. PR: Ryota Sugawara,BILCOM, Inc. july-august 08
127