Monday, July 16, 2007


"WORLD.UNIQLOCK was launched as an online campaign, UNIQLOCK, for Uniqlo's summer line-up on the theme of "Dry". This UNIQLOCK is the 2nd series of UNIQLO MIXPLAY, which was launched last autumn, this was somewhat the talk of the town. The theme of this campaign is to spread the approach of Uniqlo globally through communication in fashion, music and dance beyond the language barrier.

The blog parts feature dance movies, and 4 female dancers, who were selected out of 16 in an audition, dance along with the time signal. Special dance sequences featuring a dance unit, core of woomin, are also shown at certain times. The music was composed by Tomoyuki Tanaka of the Fantastic Plastic Machine, specially for this campaign."

OK, so it's an ingenious form of advertising, however it's coolness factor cannot be denied, and it's a creative way to foster a sense of connectedness among people with similar interests and tastes. Plus you've got the musical participation of Tanaka - what's not to love?

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