UNIQLO and Cirque du Soleil, a touring circus group that has dazzled over 80 million spectators in 200 cities on five continents, came together in a new kind of collaboration. Through this joint effort, UNIQLO aimed to globally expand its brand awareness.
The creative team documented performers, who all sported UNIQLO fashions, during training sessions and rehearsals of Corteo, Cirque du Soleil's largest touring production, in Ottawa and Miami. These offstage shots set the stage for a sensational event in Tokyo.
From the website and in-store graphics to TV commercials, all PR and media activities lead to a single unforgettable event to which only 3000 people were invited: THE COLOR SHOW TOKYO. UNIQLO, Corteo, and spectators were united in both a physical and spiritual sense through this magical evening. The campaign culminated in the upload of footage from THE COLOR SHOW TOKYO onto the Web, allowing all fans to share the full experience.
- Increased product sales:
Sales of quilted parkas this spring (December 2008 - January 2009)
reached 705,000, a 169% increase from 417,000 in the previous year (December 2007 - January 2008).
- Featured on TV programs, in blogs, and in magazines.