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July 2008 - Strategy Magazine
Upfront

Pick from abroad: JAPAN
Get with the times

by Annette Bourdeau
page 10

Japanese retailer Uniqlo won over everyone at the Cannes ad festival with its unique time-keeping widget called "Uniqlock."

The desktop tool, by Projector Tokyo, features bizarre yet charming interstitials throughout the day of Japanese youth wearing the clothes and performing unusual choreographed moves. It scored a multitude of Lions, including the Cyber Grand Prix and the most coveted prize of all, the Titanium Grand Prix. Over 27,000 people from 76 countries installed the widget, while over 68 million people from 209 countries viewed it.

"This is the future of viral," says Titanium/Integrated juror Matias Palm-Jensen, owner of Stockholm-based agency FarFar. "It's a viral branded utility."

www.uniqlo.jp/uniqlock

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