Uniqlock
Uniqlo2007
Uniqlock is a 2007 blog widget and website for Uniqlo, created by Projector, Tokyo.
Why it works
A clock that doubled as a fashion show. Launched in June 2007, Uniqlock was a free widget that fused short dance routines, original time-signal music and a working clock, so that Uniqlo clothing was on show around the clock on other people's websites. Rather than buying media, Projector made bloggers the distribution network, and a world map on the site showing the spread of installations gave them a reason to keep it going; by October 2007 Uniqlo counted more than 33,000 blogs carrying it in 73 countries. It is studied as an early proof that branded utility can travel further than branded messaging, and as a model of wordless digital craft that reads the same in any language. At Cannes 2008 it won both the Cyber Grand Prix and the Titanium Grand Prix, and Uniqlo lists a D&AD Black Pencil and the One Show Interactive grand prize among its other awards.
Techniques
- Participation Bloggers install the clock widget on their own sites, becoming the distribution network, with a world map of installations encouraging them to keep it going.
- Jingles and music Original time-signal music and short dance routines showing the clothing mark the time, a wordless format that reads the same in any language.
Sources · 4
Updated
