As the advertising world gears up for Cannes week, there will be a fair few of you reminiscing about the campaign which scooped last year's prestigious Contagious-sponsored Titanium Lion as well as a Cyber Lion Grand Prix, the delightfully distracting UNIQLO
CK by Projector, Tokyo
. Since then, the brand has drawn from a pool of top-notch Japa
nese interactive agencies including tha* ltd
, and Hakuhodo
, to launch a sequence of digital campaigns promoting the new lines introduced each season.
For this summer, however, Projector is treating us to what is quite possibly the most aesthetically pleasing UNIQLO digital campaign yet. UNIQLO CALENDAR is just this - a daily calendar which also provides weather updates according to which location the user selects from a drop-down list of 100 different countries each with a choice of various cities.
Adjacent to this, a selection of videos showing different locations in Japan with time-lapse photography plays out. What's more, tilt-shift techniques have been used to create an extremely shallow depth of field, distorting the perspective and making each scene look almost model-like or man made...
The website carries all the hallmarks we have come to expect; bold colours and multiplicity tick the design boxes whilst the characteristically simple but intuitive interface gently pushes users towards the brand's e-commerce portal. If the user clicks on a particular video, it pauses before splitting into a grid composed of this season's UNILQLO products - the colour of each product corresponding to the background of the paused video. Clicking on an item brings up a detailed image along with the option to purchase via the online store.
Although hardly an adventurous departure from the simplicity and utility of the UNIQLOCK, this site does raise the bar in terms of how the e-commerce element is integrated into the content. What's more, this is still early days - coming soon will be the option to embed UNIQLO CALENDAR on a blog or download it to use as a screensaver. We'll be adding it to our 'Favourites' list and checking daily with bated breath...www.uniqlo.com/calendarwww.projector.jp