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Tokyo Fashion Map

basics
Industry: Apparel, Clothing & Footwear
Media:Cyber
Market:Japan
Style: Minimalism
descriptioncnen
To convey unlimited parka coordination, 1000 Tokyoites wear UNIQLO parkas in small towns throughout Tokyo each with its own local fashion. Tokyo Fashion Map shows 1000 personalities. Parka Relay Movie and Street Map link towns by having residents wear and pass parkas from one town to another. Street Map shows actual shooting locations thanks to GPS-tagged snapshots. And all Street Snaps are printed in UNIQLO parka collection magazine, available in bookshops throughout

Philosophy/Solution


Once released, the movies and snaps took the nation by storm. Comments of amazement filled numerous websites and our magazine sold out in many bookshops and convenience stores. In fact, these 1000 snapshots generated a parka sensation that’s reaching from Tokyo across the nation.

Results


This effective promotional campaign more than doubled our parka sales over the last year.
credit
Brand:
Agency:
awards
Cannes Lions International Festival of Creativity 2009
Gold
Clothing, Footwear & Accessories
London International Advertising Awards 2009
Gold
Apparel
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