UNIQLO is a Japanese business. To the average UK shopper Japan is distant and strange – but also cool when it comes to design and fashion. This, along with a handful of signature garments, provided the raw ingredients for the campaign idea: ‘From Tokyo to London’.To create an inextricable connection between UNIQLO and its Japanese roots we capitalized on a parallel brand identity where its iconic logo appeared in Japanese and English characters. By placing the two languages side-by-side we had a simple visual mnemonic for the campaign’s story: two stores from Tokyo are arriving in London on a single day.By distilling the core message into simple visual shorthand we were able to use a wide range of channels and tactics while retaining brand recognition and coherence. It was the thread that linked all elements of the campaign, both advertising and in-store experiences.

- After three hours, sales were greater than in any full day’s trading since launch in 2001.- A PR media value of £1,468,941, 60% higher than media spend.- Editorial from Vogue to Vice, Financial Times to iD demonstrated the campaign’s appeal to a range of audiences