Uniqlo On The March
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.
The campaign is further explained here
PRODUCTION TEAM：GT / ROCK & ROLL JAPAN / IMG SRC / pictures inc.
PL：Naoki Ito / Atsuki Yukawa / Masaki Endo / Qanta Shimizu /
DP：Kenshu Shintsubo (KiKi inc.)
TD：Qanta Shimizu / Yuma Murakami
DESIGN：Saiko Kamikanda / Takeshi Yoshimori
Forward thinking when it comes to the web? Sorry, but creating annoying flashterbation minisites like it's still 1999 isn't forward thinking.
How about letting people actually see the clothes you sell? Maybe even order some online? Hey, now that's a novel idea!
How about exploring the site a little before you comment? You'll find that you can do both the things you accuse the site of leaving out.
Beautifully realised with typically quirky interface and plinky-plonky music.
I just wish the march had a real social objective. Getting a global community to come together with purpose, direction and one voice would surely be a more powerful use of the concept.
It is beautiful, but didn't feel particularly well optimised - the response time was slow and loading took forever, even on a decent connection. In that way it was a bit like 1999!
So it's not a classic e-commerce website, but isn't that what design should be about? Pushing something different out there, smoothing it out, folding it back in to the accepted, repeat.
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