Uniqlo wanted a campaign to announce the brand's first store opening on the West Coast. For a city as eccentric as San Francisco, we found Uniqlo's perfect ambassador in the form of the internet's most beloved Japanese cat: Maru. Known for jumping and sliding into boxes, we created four special boxes for Maru to jump into, fetching fun prizes – from Uniqlo clothing to blimp rides – for everyone in the Bay Area to claim at the new flagship store.
In addition to driving mass audiences to the shop during their opening month, the campaign was also a viral sensation. It was picked up by 144 blogs – including Mashable and Time Magazine – and received 320,000 views and 11 million Twitter impressions. Not bad for one little kitty.
Clio Silver - Branded Entertainment
Webby Winner - People's Choice
Webby Nominee - Game or App