Uniqlo's latest online campaign features a line of plaid-clad models on a never-ending march

The Japanese retailer has established itself as one of the more forward-thinking brands when it comes to the web, thanks to projects such as Uniqlock (by Projector) and its home page (with work by Yugo Nakamura). This latest campaign, led by agency GT Tokyo, is, we are told, part of an attempt to fight off an incursion by H&M into the Japanese market and maintain Uniqlo's position as Japan's favourite casual wear.

In typically quirky fashion (excuse the pun) it has chosen to do this by recruiting 33 models to stomp about the country wearing Uniqlo's new season plain shirts. Viewers can interact with the marchers on the Uniqlo March website by speeding them up, slowing them down or getting them to wave at a friend. The marchers will also be faced with varying weather conditions and occasionally be allowed to stop to eat.

Users can join the march - sort of. They can either apply to be a model in the next version of the campaign or sign up and have their own icon join a virtual march that snakes around a Google Earth version of Tokyo.

Click on the S in the interface and the image changes to a march of flannel shirts

Click on one and one of the marchers appears wearing the garment and giving you details about themselves and their chosen attire

The campaign is further explained here

Credits:
PRODUCTION TEAM：GT / ROCK & ROLL JAPAN / IMG SRC / pictures inc.

CD+AD+DIR：Naoki Ito
PL：Naoki Ito / Atsuki Yukawa / Masaki Endo / Qanta Shimizu /
Takayuki Rokutan
PR(MOVIE)：Atsuki Yukawa
DP：Kenshu Shintsubo (KiKi inc.)
MUSIC：CORNELIUS
PR+PM(WEB)：Masaki Endo
TD：Qanta Shimizu / Yuma Murakami
DESIGN：Saiko Kamikanda / Takeshi Yoshimori