• D&AD Awards 2018
    Deadline 14 February
  • Open for Entries
  • Deadline 14 February
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Tokyo Fashion Map

Award: Wood Pencil

Wood Pencil / Websites / Websites / 2010

As part of this campaign, 1,000 Tokyoites threw on UNIQLO parkas and posed for us. On our website, we linked the resulting parka movies and placed GPS-tagged street snapshots on a map that let users track down where they were taken. The 1,000 snapshots also appeared in our in-store magazine. Once released, the movies and snaps took the nation by storm. Comments filled numerous websites and our magazine sold out in many bookshops and convenience stores. In fact, these 1,000 snapshots generated a parka sensation that spread across the nation.

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