Uniqlo Harijuku Store, Tokyo
So, for the last couple of months I've been working on the digital campaign for our "This Is What Your T-Shirt Sounds Like" campaign with Uniqlo.
The t-shirt designs, approval and Domino branding were all put together by Jacqui Rice (Laurence's partner). Its taken her more than 2 years to get the project to completion as designs and plans bounced between Japan Uniqlo and the various artists concerned.
We're really proud of the designs and (personally) the fact that such interesting artists artwork was chosen and basically pushed into all 600+ Japanese store. Just imagine.. some kid in Kagwa-Ken popped into his local Uniqlo branch (which basically is their version of GAP) and is currently wearing a lovely Palace Music t-shirt. That t-shirt is in fact the cover of Arise Therefore. Yup, a record which contains a particularly rude song. And they'll get to find that out when they visit our mini site. I just love that, don't you?
It has been pointed out to me that a couple of record labels have done this before, but to be honest as a committed fan of the brand I'm slightly surprised by this cos I don't remember having seen them.
Anyway, sorta with this in mind we really wanted to make sure we got the full PR potential and viral possibilities out of the campaign. More on that as it launches.. hopefully next week!
No comments:
Post a Comment