Challenge:To build a branding platform that promotes both Japan and UNIQLO on a global scale.Insight:1. We feel the weather and season from the scenery, and the act of selecting clothes is related to those feelings.2. Japan’s changing seasons, and urban/rural landscapes have global appeal.Execution:UNIQLO CALENDAR. An online daily calendar with weather report that presents miniaturized version of Japan.It can be customised to the user's location, embedded into a blog, downloaded as a screensaver, or sent as a seasonal greeting card. It also breaks into mosaic tiles of seasonal items that link to an online store by clicking the video. Out of PC, it was released as iPhone App, displayed in UNIQLO stores, distributed to 500 places in the cities, and even broadcasted on the weather forecast.As of April 2010, it covered all four seasons featuring scenes from over 210 locations in Japan.Results:・Over 230 million views in 217 countries, spreading 2.7 times as fast as UNIQLOCK in the 9 months since its launch.・The iPhone App reached 130,000 downloads in its first 2 weeks of release, and ranked 1st among free applications.

Each season, we went on a mission to capture the dynamism of Japan by spending months traveling and filming, using tilt-shift and time-lapse techniques. As of April 2010, it covered all four seasons featuring scenes from over 210 locations.UNIQLO CALENDAR can be customised to the user's location, embedded into a blog, downloaded as a screensaver, or sent as a seasonal greeting card. It also breaks into mosaic tiles of seasonal items that link to an online store by clicking the video.Out of PC, it was released as iPhone App, displayed in UNIQLO stores, distributed to 500 places in the cities, and even broadcast on weather forecast.

1. Viewed over 230 million times in 217 countries, spreading 2.7 times as fast as UNIQLOCK (In 9 months since its launch)2. More than 51,000 blog widgets and 108,000 screensavers had been downloaded. (In 9 months since its launch)3. The iPhone App reached 130,000 downloads in its first 2 weeks of release, and ranked 1st among free applications in iTunes.