Uniqlo is continuing its efforts to grow internationally with the launch of its first global brand campaign.
Uniqlo takes a philosophical approach for its first global campaign, by Droga5 New York, asking people why they get dressed in the morning.
The ad is set in a Japanese urban environment, true to the brand’s roots, and features a man running past different people as the voiceover probes the question of why we put clothing on – is it due to the weather, your mood or a deeper emotional connection?
It concludes that “there’s not one answer” but that the brand will keep posing such larger-then-life queries as part of “the science of Lifewear.”
It’s not your typical fashion campaign – but Uniqlo is known for being unconventional in its functionality and use of technology.
There are English and Japanese versions of the spot, which launched in Japan yesterday and will roll out to other markets worldwide.
