Soul has unveiled its first work for the Japanese clothing giant
Uniqlo ahead of the first Uniqlo store openings in London later this
The launch campaign will break first on six-sheet posters and in the
national press with executions that turn traditional phrases associated
with clothes on their head. The ads use straplines such as "Be a clothes
person, not a clothes horse" and "You are not what you wear" to
underline Uniqlo's philosophy of functional clothing and that style
comes from within.
The second phase of the £3 million campaign will run on 48-sheet
posters and six-sheets and will emphasise the price and quality of
Uniqlo's range. The third phase of the launch campaign kicks off in the
first week of October with four TV spots that aim to contrast the
brashness of Gap's advertising with the serenity of Uniqlo's
In terms of market positioning, Uniqlo is expected to go head-to-head
with Gap, although its prices are expected to be lower. The two stores'
product ranges are based on functional, everyday clothes but the Uniqlo
TV work is designed to mark a point of difference by using a subtler
style, with minimal soundtrack and few cuts to the film. The four TV
executions were shot by Stuart Douglas at @radical.media.
Media buying and implementational planning is being handled by Zenith
Media, which has worked closely with Soul's Kevin Brown on the media
The heavyweight poster strategy is designed to use outdoor as a
broadcast medium, while the TV ads will focus on high rating programmes.