Uniqlock: music, dance and clock

Season 6 is out now. I watched these excellent clips a year ago and was completely blown away. Despite dance being quantum physics to me I think dancers’ synchronization in these clips with music, time and tempo is brilliant. The genius behind this campaign for a clothing retailer is out of box to raise brand awareness.

Uniqlo (UNIQue CLOthes), Japan’s leading clothing retail chain, came into world’s attention with its innovative online and integrated campaigns attracting millions worldwide. Produced by Projector Japan, Uniqlock is combination of music, dance and clock in a downloadable screensaver format and blog widget. In Projector’s words:

UNIQLO was seeking an innovative way to build its brand awareness internationally, and promote its business expansion into the global market. We recognized the 70 million blogs worldwide as a powerful buzz-building media, and created a functional and entertaining blog widget for the bloggers to spread the brand globally. The campaign concept we developed was the fusion of a CLOCK which functions as a blog utility, time signaling MUSIC, and DANCE performance videos with UNIQLO clothing. We named it UNIQLOCK. As a 100% UNIQLO branded widget, this automatically became a tool to connect UNIQLO and the world’s bloggers.

Despite the campaign becoming more rhythmic and animated, Season 1 is till my favourite. You can visit the whole archive here.